Put technology and performance at the forefront of media planning
Over the past decade, technology has become essential for delivering world-class media campaigns.
The meteoric rise of social platforms, the rise of e-commerce solutions and the emergence of new forms of interactive media, such as the metaverse, mean that the number of channels to reach consumers has never been greater.
With this comes some of the biggest and most exciting opportunities for brands to engage with their audiences – we’ve seen some truly groundbreaking work resulting from this digital explosion, like our recent Australia’s Cats in Boxes campaign.
While the digital honeymoon period is still in full swing for brands, one should be aware that there are as many challenges and considerations as there are opportunities.
Brands need more guidance, expertise, and insights to not only understand which channels and platforms best suit their needs, but also to ensure those investments deliver effective ROI and measurement. .
Additionally, while brands continue to reap the benefits and excitement of digital, consumers and government agencies are increasingly skeptical of the potential misuse of data when designing these campaigns.
At MediaCom, we’ve laid the foundation for a digital-first agency in two ways:
Create and adopt digital practices
We have seized this digital opportunity head-on, with the establishment of key teams and departments across the globe, all with a range of cutting-edge expertise.
It is imperative that we help our clients invest in the right technologies for global campaigns; social platforms, apps or digital media that work in one region may not work in another, and it’s crucial that we understand which opportunities are most relevant to each campaign.
Many of our offices now benefit from dedicated teams specializing in Google, Amazon, social media, apps, data analytics, e-commerce, ethics and sustainability.
This can’t be a siled approach, which is why we are increasingly turning to a performance-driven network that ensures global brands can understand how technology can be integrated into brand development campaigns and boost audience engagement both online and offline.
Client teams can tap into information not only from local experts, but also from the wider MediaCom network. This ensures that our digital planning teams understand the opportunities for our clients like no one else. This gives us the confidence to deliver and establish award-winning, industry-leading digital campaigns that reach our clients’ audiences in a scalable, measurable and impactful way.
And that is becoming more and more important. Client briefs and presentations seek integrated digital ecosystems, and only by having access to all of this expertise can an agency truly understand how technologies and platforms work together to achieve goals and create new capabilities for brands.
Obtain a global vision of digital planning
Arguably the biggest challenge in establishing an effective global digital campaign is ensuring that a client’s overall marketing goals are aligned across digital and brand teams.
Often these teams have separate KPIs – all pointing in different directions, making it incredibly difficult to understand where digital technologies fit into the larger campaign picture.
At the global level, this challenge is amplified, as regional goals and audience differences potentially exacerbate misalignment.
Our solution to this has been to put our systems intelligence teams at the heart of our digital practices – these teams use marketing intelligence and analytics to help clients and planning teams understand how digital can fit in and support global marketing campaigns.
This can help bring markets together, establish how each marketing component contributes to a campaign, and fundamentally define a universal model for campaign activity.
Without this foundation, agencies run the risk of operating in silos, reducing the impact that digital can have.
Ultimately, the opportunities of digital have never been greater, but neither have the challenges of harnessing them in an integrated way. Only by working with an agency that has both the expertise and the global analysis can insights truly become the lifeblood of a brand.