From 23 to 24 June, Performance Marketing Insights was hosted for a second consecutive time at the Estrel Hotel in Berlin. The event welcomed almost 700 international visitors, the majority of which were publishers, affiliate networks, tool providers, and agencies.
Both days were packed with diverse topics: there were three continuous tracks of talks, panel discussions and best-practice examples. Discussions focused largely on creating and targeting content, while different panel discussions provided insights about the activities and priorities of the scene’s heavyweights.
Individuals Replace Devices
In the upcoming months and years, it will become more and more important to identify real individuals, instead of simply targeting the devices that they are using. Consumers are willing to reveal personal details if they gain added value in return. In this context, the ultimate objective of marketing is to provide customised products and individual recommendations that establish a dialogue between the brand and the consumer. Cross-device customer journey tracking is the measure of choice here. Linking personal data to a customer’s profile will not be necessary. Instead, it was recommended that you work on the basis on anonymous IDs in order to maintain consumer confidence. Until all technical issues regarding the complete personalisation are solved, target groups are split into segments.
Marketing Channels Grow Closer Together
Similarly, corporate marketing departments will soon be faced with significant changes as they will need to improve the integration of internal data and responsibilities. Not only online and offline are growing together more closely (for example, think of TV spot tracking), also the individual disciplines of online marketing are moving towards one another. In line with the respective channel, each stage of the customer journey needs to be measured by KPIs that are customised for each function and for the corporate objectives. Gaining a better understanding of the interaction of different consumers and interested parties will allow you to make the internal alignment of different channels more efficient.
Scaling Contents Correctly
The event was topped off by two keynote lectures that reflected the topic range both on an abstract level and hands-on:
Ken Segall (@ksegall), Apple’s former Creative Director, summarised on a conceptual level what should be the focus of corporate communications. Since our world is full of complexities, it’s the simple messages and the simple products that draw people’s attention. In this context, Segall referred to the principle of Antoine de Saint-Exupéry who believed that perfection can only be reached once all dispensable features are eliminated. Similarly, Segall recommended to the audience that they limit a message to its essential features, and then repeat it frequently. This way, the message will catch on.
Mike King (@ipullrank) gave a talk on how to create outstanding content by scaling. In a tour de force, he introduced the audience to an enormous array of tools that are implemented at different stages in the content lifecycle:
Prior to the implementation, you should conduct a focused analysis of your target audience by grouping them in personas. The ideal basis for this analysis would be an internal list of clients or E-mails that includes demographic data. For this you may choose to contact providers such as fullcontact.com or you could use Facebook Audience Insights. You can find the presentation including all services on bit.ly/scaling-quality13.