Real-​time Buying, Attribution Modeling to Give Marketers an Edge

As 2012 approaches, marketers want to know which technologies and platforms will get them closest to existing and potential new customers. The analysts at Razorfish, an interactive marketing and technology company dedicated to helping clients get the most from their ad campaigns, have summarized what they believe will be leading trends in digital media. For many marketers the key challenge in the next year will be tracking changes and determining which new technologies will help them succeed.

Here are 4 major marketing trends the Razorfish team is looking at for next year:

  • Content as Media:  While there has been significant debate about content and whether it is ‘paid, earned or owned media’, Razorfish analysts say it is best to think of all content as media. This content can exist in many forms and it is the job of agency planners and marketers to integrate the content to create a ‘unified brand experience that puts the needs of the consumer at the center.’
  • Data Management: Now that data is available and easily accessible, the challenge is managing the information. Doing so effectively allows marketers unique insight into customer demographics and behavior and allows them to profitably serve up personalized ads.
  • Real-​time buying: The digital universe allows marketers and agencies to purchase media space immediately. The Razorfish team notes that it has tripled the real-​time impressions purchased on behalf of clients in the past year. Marketers will be looking for agencies that understand bid-​management systems and can quickly make decisions regarding ad placement which will bring brands more visibility and higher sales.
  •  Attribution: Marketers are growing more interested in attribution modeling, a cousin to marketing ROI. Data analytic firms are developing models that track online ad campaigns and customer behavior over the course of searching for and subsequently purchasing a product. More complete and sophisticated models will now take ads viewed early in the purchase cycle into account as well as the last ad viewed. Doing so, will help marketers measure the true ROI of their effort.
[Sources: Krell, Eric. Attribution Modeling. 1to1media​.com. August 2011. Web. 11 Nov. 2011; The Year in Media. Outlook Report. Vol. 10. Dev​.realartusa​.com. Razorfish. 2011. Web. 11 Nov. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.