The web’s ocean of sites, banners, popups and mobile-social concoctions is just too vast for any human being to paw through, which is why we have search engines (and a multitude of them).
Connecting to your customers online is faster and easier than it ever was in the pre-digital era. But that doesn’t mean it’s frictionless. Whether your product is niche or mass market, B2B or B2C, you now have to wade though the cache of web clutter to reach your best possible commercial prospects. Programmatic buying, mainly via real-time bidding (RTB) has come along to add efficiencies to the wild, wide web. It’s a solution that turns the challenge of scale into something manageable and actionable.
But that’s just the first layer. The channel you use to get in front of an audience used to be the focus for marketers because directly or indirectly it said something about that audience. But we’ve entered an era where the channel can become secondary and the consumer group is the main focus. Instead of putting an ad up somewhere and hoping your ideal customers will see it, the focus today can be on those ideal customers, understanding their habits and behaviours and then putting the right ads in the right place to get the response you want.
It’s not magic but it is data driven, which can feel as much like sorcery sometimes. That is why Campaign has assembled a new panel of industry experts who have gone down this road already and can share more about their journey, point out where the pitfalls are and help you take advantage of the opportunity.
How can you target just the right audience to boost your ROI? How can you collect and analyse browsing information to drive results? What are some best practices to help you chart your new strategy? Our panelists will help you understand how data becomes intelligence.
Join us for the conversation on Thursday 18 September.
You will hear from:
- Germaine Ng Ferguson, general manager, integrated solutions and analysis, StarHub
- Ashish Braganza, director, global business intelligence, Lenovo
- Cindy Deng, managing director, Asia Pacific, Turn
- Jason Wincuinas, managing editor, Campaign Asia-Pacific (moderator)
The webinar takes place at 7.30am India time, 10am Singapore/Hong Kong time, 12 pm Sydney time. Data can deliver better targeting, reach and ROI but understanding how to get there is another story.
If you missed the previous webcasts in this series, you can still access them on-demand: