{"id":200,"date":"2017-12-21T01:50:00","date_gmt":"2017-12-21T01:50:00","guid":{"rendered":"http:\/\/wordpress.dev\/?p=2914069"},"modified":"2017-12-21T01:50:00","modified_gmt":"2017-12-21T01:50:00","slug":"transparency-and-trust-how-to-boost-returns-on-marketing-investment-in-2018-and-beyond","status":"publish","type":"post","link":"https:\/\/datalabortech.com\/index.php\/2017\/12\/21\/transparency-and-trust-how-to-boost-returns-on-marketing-investment-in-2018-and-beyond\/","title":{"rendered":"Transparency and Trust: How to boost returns on marketing investment in 2018 and beyond?"},"content":{"rendered":"

With the continuing fall out of Brexit<\/a> and how it impacts on consumer confidence, a knock-on effect will be how that influences brand budgets, and as a consequence, a push for real focus on ROI as a metric for customer success, according to Bing UK<\/a> head of strategic sales, Aaron McGrath.<\/p>\n

McGrath says there are two areas that should be questioned. How does the industry really drive ROI<\/a> and efficiency? And how does it continue to build trust with consumers?<\/p>\n

He expresses that ROI has always been a metric for success, but in 2018, what the industry will see is brands thinking about how much they are spending, how they are going to spend and how effectively they will do that.<\/p>\n

Also, publishers, brands and agencies should be keeping an eye on artificial intelligence<\/a> (AI) and machine learning<\/a>. How will these concepts be used as a crucial success to 2018?<\/p>\n

We\u2019re talking to machines a lot more than we used to, and machines, like Alexa<\/a> and Cortana<\/a>, are listening to us more than they used to. The same goes for image or video recognition, allowing machines\u00a0to watch us a lot more than before. With the power of machine learning, machines are collecting all this data in a much more powerful way, explains McGrath.<\/p>\n

The opportunity\u00a0for brands, agencies and publishers then is how to turn\u00a0that into an emotional\u00a0connection\/intelligence. Thinking\u00a0about how they can be intentional about it and how to understand the emotion\u00a0of the user\/consumer in a way that seems natural to them, by overlaying\u00a0AI with what is found to be the most\u00a0intelligent and sending that message at the right time, to the right person.<\/p>\n

However, there is always a danger when pushing out words like listening, talking, watching and collating, when it comes to machine. Consumers don\u2019t want to be thinking that Big Brother is watching them at every moment. But the\u00a0only way you can break down that resistance, according to Bing, is\u00a0by being transparent about how the technology is being used.<\/p>\n

As an industry, GDPR <\/a>is an interesting reflecting point. McGrath asks whether\u00a0everybody should follow the rules and regulations of governments\u00a0and legislators or focus on how to really build trust as publishers, agencies and brands with the industry.<\/p>\n

He believes this should push thoughts on how the industry can go\u00a0beyond\u00a0concepts like GDPR and how to talk in an open and\u00a0transparent\u00a0way. For instance, talking to consumers and users about\u00a0how KPI<\/a>‘s are connecting, how information is being used and how privacy\u00a0is being respected within that\u00a0environment.<\/p>\n

The opportunities, explains\u00a0McGrath, are unlimited, but as an industry, search needs to start with transparency otherwise the challenges faced in 2017 will continue beyond 2018<\/p>\n

This discussion arose from The Drum Search Awards<\/a> breakfast panel, in association with Bing on Monday December 3. The Search Awards are now open to entries for 2018, which will close Friday February 2, 2018. Click here for more information.<\/em><\/strong><\/p>\n

[Read More …]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

With the continuing fall out of Brexit and how it impacts on consumer confidence, a knock-on effect will be how that influences brand budgets, and as a consequence, a push for real focus on ROI as a metric for customer success, according to Bing UK head of strategic sales, Aaron McGrath. McGrath says there are […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-200","post","type-post","status-publish","format-standard","hentry","category-data-labor-tech"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p9sP0C-3e","jetpack_likes_enabled":true,"jetpack-related-posts":[{"id":400,"url":"https:\/\/datalabortech.com\/index.php\/2017\/12\/21\/transparency-and-trust-how-to-boost-returns-on-marketing-investment-in-2018-and-beyond-2\/","url_meta":{"origin":200,"position":0},"title":"Transparency and Trust: How to boost returns on marketing investment in 2018 and beyond?","author":"rssmasher","date":"December 21, 2017","format":false,"excerpt":"With the continuing fall out of Brexit and how it impacts on consumer confidence, a knock-on effect will be how that influences brand budgets, and as a consequence, a push for real focus on ROI as a metric for customer success, according to Bing UK head of strategic sales, Aaron\u2026","rel":"","context":"In "Data-Labor-Technology Stories"","block_context":{"text":"Data-Labor-Technology Stories","link":"https:\/\/datalabortech.com\/index.php\/category\/data-labor-tech\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":86637,"url":"https:\/\/www.adweek.com\/brand-marketing\/pat-mcgrath-labs-works-with-google-to-let-new-yorkers-try-on-makeup-in-ar\/","url_meta":{"origin":200,"position":1},"title":"Pat McGrath Labs Works With Google to Let New Yorkers Try on Makeup in AR","author":"rssmasher","date":"October 16, 2023","format":false,"excerpt":"Makeup brand Pat McGrath Labs and Shop with Google will host an AR pop-up experience in New York that will allow visitors to virtually try on various makeup products. 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