In his column for the September issue of Marketing magazin, Leon Brenčič, Client Service Director at iPROM, explored how to use effective advertising to maintain stable business over the final and decisive quarter.
In the Industry 4.0 era, database architecture is one of the factors of a company’s success in the modern market. The ability to adapt data models, the flexibility to introduce new databases and the speed of (re) interpretation of large amounts of data in order to promote business agility and innovation is something that the market is relentlessly demanding. In a programmatic digital media ecosystem, responsive databases are key to the success of advertising campaigns and their real-time optimisation.
Contextual targeting is the approach that online advertisers use and have known for a long time. It has been set as a standard in iPROM for a long time. Why has it become even more important today? And why are the experts attaching even greater importance to it in the coming years? If we combine the growing importance of brand security and ad serving with relevant content with performance, the answer is clear. This advanced form of targeting based on content or media platform, device, time and location offers space to advertisers for more precise user addressing with the right user-tailored content.
In addition to tourism, the automotive industry is facing many changes in this new reality. Experts predict that it will be among the first to be forced to reshape its business models and head in the direction of a sharing economy, e-mobility and connected cars. Exactly how this development will take place is difficult to predict at this time. What marketing experts perceive already, is the fact that the purchasing route for cars and related services has shifted even more strongly to digital channels.
In the age of accelerated digitalisation, the goal of every company is to ensure an appropriate digital presence regardless of whether it operates in the B2B or B2C segment. A well-defined strategy for performing on digital channels based on data is key to achieving efficiency and monetising inputs into the digital presence.
The method of communication has changed profoundly in a truly short period of time. In less than 30 years, we have gone from phone calls and messages to e-mail, video chats and, lately, to virtual reality and the Internet of Things and Services. The telecommunication industry is breaking new ground in the field of digital restructuring. On the other hand, this industry, one of the richest when it comes to data, is still not fully benefitting from the potential offered by the telecommunication industry itself, particularly when it comes to better understanding the consumers and satisfying their wishes.
Sales of personal care products are one of the fastest growing segments of the online store, pushing the boundaries every year and achieving record returns. There are countless sellers on the World Wide Web, but only a few take the full advantage of the power of digital communication and advertising.
We live in an unprecedented time. The consequences of the pandemic have halted all aspects of the world economy for a while and created a different new normality. This has strongly influenced marketing approaches in the B2B segment, where in the past marketing was based on one of the more traditional marketing communication tools, such as events and trade fairs. Unfortunately, many of the major business events have been cancelled for 2020. What can B2B companies do and how can they overcome these challenges?
McKinsey highlights the importance of the Chief Data Officers (CDO) as key to shaping crisis responses.
For the last couple of years, we have been talking about Industry 4.0 as part of the digital transformation. The main idea of digital transformation is to connect and intertwine digital and physical technologies using cloud services, artificial intelligence, the Internet of Things and robotics in order to provide more flexible, responsive and connected forms of operation based on data. If this transition to Industry 4.0 has been more subtle in recent years, we have now witnessed exponential progress. What has been the common thread of the past two months? Digitalisation and data. If you were not aware of their significance before the current situation, now, in the light of the new reality, the answers have come. Where is the digital marketing in this process?