The marketing industry must plan for a rapid acceleration of the decline of legacy methodologies and develop plans for ramping up automation strategies. Those who begin to prepare for the implications these changes all have on their business will successfully navigate the shift.
As a leader in the digital marketing services industry, Theorem has a high-level view of the effects the pandemic is having across a variety of industries.
Where Are We Now?
digital marketing services needs.
As we continue to evaluate different elements of digital marketing, we will report on more topics.
Some of which include understanding how data and analytics can help navigate these rapid changes and what is happening in the digital advertising space.
Martech & Automation
While the design and architecture of these platforms and systems was initially paused to allow for volume calibration due to shut downs, the necessity remains.
As a result, we predict an overall increased volume in digital marketing services related to email marketing efforts.
Advertising & Paid Media
Overall, the decline we are seeing is primarily in high-touch campaigns (those that require human interactions).
Due to the fact that it is automated through systems, programmatic should see a steady increase while standard manual ad serving will see a rapid decline in the coming months.
Data & Reporting
The bottom line: there is no good way to analyze and evolve for changes without a data collection and reporting system in place.
What Does This Mean for Tomorrow?
As we forge ahead, there will be significant changes to the standard ad serving methods and shifting of budgets towards automated methods.
But these shifts were already in the cards.
The pandemic has simply accelerated the pace of these marketing evolutions at a speed we have never seen before.