Technology and innovation are two key tools to survive in the new marketing industry.
And not only to offer users a better and more personalized brand experience, but also to put an end to the main problems facing the industry.
Fake news , traffic fraud and brand safety are some of the concerns that marketers face today, and they can only be solved through innovation, collaboration and the use of technological advances.
That is why we did not want to miss Innovation Day 2017, a day organised by Serviceplan Group , which is now in its thirteenth year and in which various professionals have reflected on some of the most complex issues present in the sector.
Within the framework of this event we have interviewed Florian Haller, managing director of Serviceplan Group, who has spoken to us about the company's work in this field of innovation, about the evolution of the sector over recent years and about the challenges that the industry faces in the future.
Technology plays a crucial role in Serviceplan’s day-to-day operations at a time of radical algeria phone number transformation. “It is essential for us to better understand how to use technology and innovation to create better advertising,” says Haller.
And there are many ways, he adds, to apply it in the work of agencies. One of them is in targeting to “better understand who we have in front of us and offer them different advertising formats in a personalized way.”
Speaking about the problems they face, Haller says he is surprised to see the world's largest advertiser, P&G, "questioning in 2017 how effective what it has been in the last 10 years."
But he admits that “there are areas for improvement, as always happens when new technologies appear. One of them is brand safety, and we are investing heavily in whitelisting to ensure this.”
He also claims that the solution to this problem lies in the collaboration of the different players in the market.
There are still many challenges ahead, but Haller points to digital transformation as the main one.
“It is about figuring out how to use the Internet for brand communication, how to use big data, artificial intelligence, how to personalize advertising, how to better measure efficiency, etc.”
This requires a speed that companies, agencies and advertisers have not yet achieved. “We need to be faster than people. And we are not because sometimes our industry likes the good old days of advertising, of the Madelmans and the big TV ads. But that is not the future.”
It is precisely this lethargy in which many professionals seem to be mired that Haller considers the greatest danger for an industry in need of jumping on the technology and digitalisation bandwagon.
Looking to the future that is almost here, Haller points out some of the trends that no company should lose sight of.