Marketo-DG2DA

THOUGHT LEADERSHIP INSIGHTS
STEVE JONES
President, International DWA Media
MKTO: How do you see the role of
digital advertising changing as a
part of the overall marketing mix?
SJ: Digital has been the focal or
starting point of most campaigns for
a while now, and that extends
beyond advertising to the full digital
customer journey. Digital
advertising’s early measurability has
helped raise the table stakes for all
advertising channels. As
measurement and analytics
capabilities continue to develop at an
increasing pace, it’s likely that digital
advertising’s capabilities will become
even more clearly defined. At the
same time, the connection and
digitalisation of more traditional
offline media will continue as the
number of consumer screens
increases, ultimately resulting in a
broader set of digital opportunities.
Meanwhile, the tactics deployed will
move towards increased
personalisation, more video, more
finely tuned UX. Digital advertising’s
role amongst all this will continue to
be to trigger interest or action–the
development will be towards more
seamless and timely delivery of
those triggers to an almost infinite
set of actions.
MKTO: How do you see the
Internet of Things (IoT) changing
how marketers advertise today?
How is that similar or different
from the rise of mobile devices?
SJ: The IoT has the potential to
bypass humans as the “need
qualifier”. Connected devices
deliver insights that marketers can
act on, which shifts advertising yet
further from the traditional
interruptive model. With devices
pumping out many types of data
(usage, location, biometric, etc.),
there is an increasing opportunity
around both real-time and predictive
advertising—programmatic would
seem the obvious method to
capitalise on this.
Mobile has already been a significant
part of the early charge of the IoT,
because smartphones and
wearables remain with individuals at
all times, constantly communicating
online. Beyond mobile, the IoT
provides the opportunity for
advertisers to use device data to shift
the balance from advertising to
something closer to a customer
service tool, e.g. renewals or restocking.
Where advertising is still in
play, IoT will help the messaging be
more tailored and informed as needs
and preferences have already been
qualified, but I don’t think it will be a
complete substitute for human
decision-making.