Digital marketing is filled with opportunities for brands with the right mindset and technology.
But too few firms are there yet. There are six trends that every marketer must understand, according to Delivering on the Promise Of Performance Marketing, a study released last week by Deloitte Digital.
Here’s the checklist:
1. Customer data ownership. Many brands have little or no access to first-party customer marketing data. That’s one reason “experienced-focused brands are bringing data in-house, and putting in place the relevant data, privacy and security policies that are needed to connect, understand, activate and protect their customer data.”
2. Capability in-housing. An increasing number of brands are redesigning their technology and partner ecosystems and bringing their talent and control of technology in-house. But Deloitte warns: “In-housing digital media and advertising is a more complicated prospect given the range of skills, technologies and data involved. Building a connected in-house performance marketing execution, analytics and measurement team requires a sizable investment to develop talent and create new internal processes.”