At its 2016 Summit in NEVADA, Adobe announced several new services designed to address probably the most significant enigmas facing marketers nowadays: How can you measure marketing reach and impact with on-demand content consumers?
The announcements are noteworthy — even if your business isn’t somebody of Adobe — because these challenges affect businesses of most sizes.
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I am partly in charge of adding to this marketing enigma, as us "slice the cable cord" (no more subscribes to a cable service) almost four years back. Since then, we’ve streamed exclusively through Netflix, Amazon Prime and YouTube. Whenever we need live coverage, such as for example for March Madness or breaking news, we turn to Sling TV — but even then, we rarely utilize the service because of our contempt with commercials.
And with the retirement of Dos Equis Most Interesting Man on the planet, commercials just became more unbearable.
Although cord-cutters are no more consuming advertising on television, we remain being reached through digital marketing strategies online and via mobile. The task has and is still how marketers gauge the impact of the campaigns. Complicating the problem is the fact that people are consuming content and advertising on multiple devices, across multiple platforms — sometimes simultaneously on multiple screens.
Nielsen ratings were always just a little suspect — now they appear to be entirely limited and outdated.
Adobe’s new services appear to be addressing this challenge and assisting marketers’ needs while better addressing the behaviors of consumers. Again, even if your business will not utilize the services, the underlying message and industry direction the business is setting are strategies all brands have to consider.
In today’s quickly evolving digital landscape, brands and marketers have to consider the next.
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Adobe shows that marketers first stop prioritizing strategies around the complicated web of marketing channels, or "device-based" marketing, and instead keep concentrate on the client, or "people-based" marketing.
Marketers still have to consider cross-device channels, but by concentrating on and creating consistent, personalized experiences to customers across the unit, brands can have a deeper and more meaningful impact.
Because business audiences are consuming content across multiple devices and multiple platforms, measuring reach is difficult. Brands have to stick to top of current technologies and trends that may allow their teams to effectively evolve with their respective industries.
Through a partnership with comScore, Adobe now provides among these technologies, which is intended to aid brands in achieving consistent, cross-device audience measurement of video and ad content while providing advanced insights into consumer-viewing behaviors. All this assists and improves media planning and purchasing.
Today, consumers expect (rightly or wrongly) to get the information they need immediately — and generally, there is quite little reason why they can not. This expectation can be changing how exactly we view advertising, as we are slowly needs to expect our advertising fall consistent with our content, for the reason that they are in keeping with and better address our interests and needs.
While there are many services that can help marketers to customize their promotional initiatives — Facebook, for instance, permits you to narrow an advertisement’s market down to a particular age, location and color preference (I made that last one up) — Adobe’s new streaming platform, built using Adobe Primetime, now provides brands the opportunity to provide direct-to-consumer television and ad experiences.
Most marketers recognize that data and analysis supply the keys to making the very best, highest impact marketing decisions. This implies businesses have to manage their data and also analyze it.
While there are many data services open to businesses, Adobe continues to innovate and combine the creative areas of human intelligence with the analytical power of data science and the company’s existing features to provide brands the opportunity to manage their own data, analyze it better and ultimately make smarter marketing decisions.
Overcoming — or at least corralling — the task of managing promotional initiatives for folks like me, who consume content and advertising almost exclusively on-demand will need time. And as technologies change and evolve, so too will consumers’ preferences and, hence, the task for brands and technology companies to maintain.
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Personally, I plan staying prior to the technology and continuing in order to avoid commercials — at least, that’s, until balance is returned to the universe with the brand new Dos Equis Most Interesting Man on the planet.