If the performance marketing industry wants to keep up with the increasing trends of mobile, big data and programmatic, it needs effective strategies for cross-device tracking, channel ‘de-duplication’, attribution and data protection laws, says OMG’s Stephen Rumbelow.
Digital partner marketing is essential to attract new customers and drive profitable sales outside paid search, says Performance Horizon’s Malcolm Cowley. Applying the right software to the right strategy while keeping an eye on the most important asset – customers – is crucial.
Affiliate marketers need to push ahead with commercial models that reward the unsung contribution of the sector, says Affiliate Window’s Kevin Edwards, adding that taking up the non-sales focus of affiliate activity will prove critical in the coming years
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.