2015: Year of the Customer – Part 3

This Year's Programmatic Trends Around the Globe

In our previous articles, we kicked off a series of posts that explore the key trends in programmatic and e-commerce for 2015, as explained by our leadership team. Read
Part 1 and Part 2 first if you need to catch up, then read on for Part 3 of the series. 

Closer Cooperation Between Sales & Marketing: The Full-Funnel Approach

Another clear industry trend is the vanishing separation between lower-funnel performance) and upper-funnel (brand) marketing. Historically, sales departments were primarily managing the performance side of online advertising while marketing departments handled branding. Most of our MDs are convinced that these two departments will further grow together in 2015 to be able to comprehensively align marketing across the entire purchasing funnel.

Not only will this open branding doors for CRM data utilization and programmatic buying, it will also help advertisers to reach the right user at the right time through the right channel using the right type of creative throughout the customer journey to purchase. Bas Drogtrop, our MD Benelux, confirms that, “e-commerce and marketing departments are working more closely together. The result is that budgets are being combined and campaigns are better aligned, data is being shared and the overall results are significantly improving.”

It will be pivotal for advertisers to recognize this trend early to reap the full benefits of executing a synced-up full-funnel programmatic strategy.

Retailers, Brand and Technology: The New Trinity

While a synced-up full-funnel strategy will help brands increase efficiency and effectiveness of marketing, so too will closer collaborations between retailers, brands and their marketing technology providers. In the past, these parties have often worked in isolation, but are expected to cooperate more closely than ever before to reach customers with unprecedented finesse. Co-branding strategies will come to the fore as both merchandising retailer and FMCG brands, for example, will use technology to truly refine complementary marketing messages, tailored specifically for their customer.

Gavin Wilson, MD Northern & Souther Europe, explains: “Working in tandem, all three players can make shopping a better experience by eliminating extraneous media consumption, and, ultimately, placing the customer back at the center of their marketing plans.”

In the Netherlands this trend is already the rule rather than exception. A range of retail advertisers have already funded up to 30 percent of their campaign by brands or manufacturers, according to our MD BeNeLux, Bas Drogtrop, has no doubt that brand investments in the region will further grow this year.

Similarly, Francisco Morales, MD Latin America, expects that the influx of ad tech companies in the Brazilian and Mexican markets in 2015 will help to promote this trend in Latin America, though he notes that some of these companies will struggle due to the heavy competition for talent in an industry with a limited number of skilled professionals to choose from. Still, access to new technologies will help bring brands and retailers closer together as they both strive to put customers back at the center of their strategies.

Tune in tomorrow for the final chapter of 2015 Trends.