Guidelines and contractual restrictions don’t always resolve the practical issues in a brand’s and agency’s relationship. More brands are making deals with buying platforms directly while the agency manages the strategic and tactical executions – this provides the brand with transparency and accountability in pricing and performance as well as control over how its data is used.
By centralising buying with one software package, brands are more agile and can use consumer data from multiple touch points to reach them with relevant, timely content. Brands need to ensure they know how their data is being leveraged.
Nick Reid, managing director, TubeMogul
Pressing the right button
In response to your article Facebook and Twitter launch initiative for ‘effortless’ shopping, Facebook is looking for more than an ecommerce function by introducing a ‘buy’ button – it will be able to measure the success of ads placed on the platform.
Marketers will be able to pinpoint who is buying and when, allowing them to deliver return on investment. The button also adds another layer of measurement to identify the most relevant platform.
If the platform can position itself as a trustworthy shopping channel, it will give marketers an evolutionary tool to deliver effective ads.
Andy Pringle, performance media director, Performics
While the ‘buy’ button is a good development for brands, making it easier for consumers to make purchases through ads or posts on brand pages on the site, the last click, tactical attribution model should be just one part of the sales and marketing armoury. Those serious about using social media to drive sales and long-term engagement need to turn their websites into social hubs, using the best user-generated content and interactive apps to ensure content is regularly generated and shared.
Richard Jones, chief executive, EngageSciences
Uncover the data truth
EBay’s admission that the cyber-attack in May affected sales should come as no surprise. The issue was handled poorly and marketers need to take note that concealing information is never the solution. We are living in an increasingly transparent society with consumers sharing more personal data than ever before. Brands need to return the favour and lift the curtain to the public. By implementing an open and honest marketing strategy, eBay can win back consumers. Loyalty is everything in today’s competitive landscape.
Jim McCall, managing director, The Unit
Regarding ‘The online experience just got better’, brands have been creating true online experiences, bringing brands to life digitally and creating engagement for some years. Those getting it right understand that real integration is achieved by using channels to their best effect, not through ‘matching luggage’ campaigns.
Successful brands get their thinking right from the start of the planning process and are less siloed in organisation. Some of the best work is from newer businesses that think multichannel naturally, and have a more challenger mentality.
Steve Grout, CEO, Tangent Snowball