Mastering an abundance of advertising formats including traditional display, keyword search, engaging native, and high impact video – while also ensuring seamless delivery across an ever increasing range of connected devices – can present a difficult task for today’s digital marketer. Issues of viewability, cross-platform tracking and multi-touch attribution also need to be considered to ensure that their efforts pay off.
It’s no wonder that many marketers remain hesitant at the prospect of trying to stitch together the numerous technologies and partners required for such a media plan – let alone buying, optimising, and reporting against it. However, there are some independent platforms that are quietly and successfully achieving all these goals. Autonomous marketing platforms such as Facebook, Twitter, Pinterest, YouTube, and LinkedIn are meeting the many challenges of digital marketing head-on, while also delivering the majority of modern marketers’ needs.
So what can these autonomous marketing platforms deliver and how can advertisers unleash their power?
Autonomous marketing platforms offer exceptional reach with over 2 billion active user accounts globally. Users are located all over the world, although certain networks are more popular in some geographies than others. For example, Facebook dominates the worldwide social landscape, while Qzone is popular in China, and VKontakte leads the way in Russia. These platforms connect an incredibly diverse set of audience segments across the globe.
At the most basic level, autonomous marketing platforms offer advertisers the ability to target users by geographic region, demographics, and personal interests. However, they hold much more powerful data than this and – because these networks have a strong sense of their user’s identity – they make hyper-advanced targeting a reality. Marketers can target a business’ actual customer base and then expand their audience to include lookalike audiences, or they can combine social data with third party behavioural, lifestyle and intent information to achieve a deep knowledge of their audience.
Engaging ad formats
The age of commodity media – where advertising could only be delivered to websites that conformed to standard ad formats – is coming to an end, and autonomous marketing platforms offer unique, creative, and highly impactful ad formats. The majority of social networks offer a native environment for advertising, delivering a continuous overall experience, and they provide an ideal platform for highly engaging formats such as video advertising.
Cross device attribution
Autonomous marketing platforms run across all connected devices – in fact many of them emerged as mobile-first platforms – but what makes them really stand out is their capacity to attribute each and every interaction to a unique identifier regardless of device. This enables true multi-touch attribution to become a reality and allows marketers to comprehend their unduplicated reach across the entire advertising ecosystem.
It seems that – on their own – autonomous marketing platforms are sweeping away the obstacles to digital marketing and delivering engaging, highly targeted advertising to vast global audiences – so just imagine how powerful they could be if they were able to work together. Emerging technology enables the barriers around autonomous marketing platforms to be broken down, and simplifies the process of planning and buying across multiple networks. Marketers will be empowered to harness the opportunities offered by a specific platform, while leveraging the scale and reach that a multi-platform approach can provide.
Autonomous marketing platforms have the potential to be the most effective brand marketing channels to date and – once they can be brought together in a way that streamlines their differences and makes the most of their individual characteristics – marketers will benefit from unprecedented scale, hyper-advanced targeting, impactful ad formats, and truly cross-device attribution. These platforms really do offer a blueprint for the future of digital marketing.