Mobile is leading the way, disrupting the traditional media landscape and providing new opportunities for the fast and nimble. Big data is becoming ever-more relevant as statistical analysis and optimization allows even small publishers and media buyers to take advantage of tools that have hitherto only been available to the biggest companies.
Perhaps most important of all, the consolidation of the performance marketing industry is accelerating: crappy networks are dying, douchebags are going bust and the better networks are combining to form full-service, cross-platform, international agency hybrids.
This is all good – so long as you’re not a douchebag, obviously. But it does mean that you can’t stand still if you wish to thrive and prosper. You need to move with your prospective customers, constantly top up your learning about current tools and technologies, and find the niche opportunities that others haven’t yet exploited.
Analysts IDC predict that companies will see a 44x increase in the amount of data they have to deal by 2020. Mobile marketing represents a large part of that, simply because of the incredible richness and variety of data created by mobile consumers. When one can optimize campaigns based not just on demographics and day-parts but also on individual device model, cell service carrier, mobile OS and location to the nearest few yards, then the game has been changed dramatically.
Understanding the optimization and personalization of campaigns is going to become a necessary part of everyone’s skillset. Knowing one’s way through the maze that is Mo-Lo-So-Glo* already allows people to achieve higher salaries in Silicon Valley startups. And this is just the beginning.
Revenue Performance is going to change too in order to reflect the impact of these trends. Mobile, SoLoMo, big data/optimization/personalization, new tools, personal education and development – these are the themes that we will be exploring over the next few months.
If you have something to contribute on these topics and would like to possible contribute a guest post or blog then please reach out to editor at mthink.com
In the meantime, watch this space. Change is coming.