April 05, 2018 - By Nick Codron, Corporate Sales, EMEA, Visual IQ
More than 40,000 visitors packed OMR Festival 2018 (March 22 & 23, Hamburg) and the Nielsen Visual IQ team joined the fun. From our booth, we could see the conference roar to life as marketers and advertisers, inventors and entrepreneurs, data scientists and creative gurus filled the halls with energy.
The drive for highly relevant content means that savvy brands must develop content targeted at individuals -- a people-based approach.
OMR 2018 marked the eighth “celebration of the digital marketing industry.” We talked with many inspiring people at the show and realized that some of them were actual rock stars. The work that they’re doing is shaping culture and contributing to the future. It was great to see like-minds connecting and being reminded that what they do is an important job.
Europe’s largest marketing event lived up to the hype with a lineup that included over 300 international speakers such as Girlboss founder Sophia Amoruso, FiveThirtyEight Editor-in-Chief Nate Silver, Facebook's Head of Ads & Business Platform Mark Rabkin, marketing prof and Youtube insider Scott Galloway, and Metallica drummer and founding member Lars Ulrich. Founder and trade fair organizer Philipp Westermeyer brought surprise acts such as Marteria and Deichkind to the gigantic OMR stage.
The Expo showcased ideas and innovations from a who’s who of 300 exhibitors including Facebook, Google, Ströer, Axel Springer, Adobe, IBM, Criteo, Adform, Oracle, and Awin. Attendees learned about the latest online marketing trends, technologies and tactics at over 120 masterclasses and guided tours hosted by industry experts from an impressive roster of companies.
Demand at the Nielsen Visual IQ booth was high for information about marketing attribution and optimization. I joined Andrej Sosnin, Christoph Richter and our Nielsen colleagues to answer questions about how brands and agencies can make the most of their budgets and get their best-performing media in front of the people that matter most.
Here are some of the big themes at this year’s festival:
This year’s festival had a strong focus on personalized content. Eighty nine exhibitors (over a third) were in the “content” space. These vendors provide services such as multi-channel personalization, personalized native content, rich media and high-engagement formats, omni-channel experience, and unified social media messaging.
In the last few years, brands have begun to understand their audiences more deeply. At the same time, audience segmentation has become more advanced. Personalized content vendors are now catching up and are more able meet the demand to provide personalized content at that level of sophistication.
This drive for highly relevant content means that savvy brands must develop content targeted at individuals -- a people-based approach. People-based marketing is the ability to identify customers and prospects across channels and devices so advertisers can deliver more relevant -- and effective -- messages. Many of the presentations at this year’s OMR focused on how to target potential customers with greater speed, relevance, accuracy and granularity.
The marketers I met with face many challenges and were looking for the ability to do three things:
Identify: Track the customer as they interact with the same messaging across multiple channels and devices. Brands are looking for a platform that will combine data from both online and offline sources (web, mobile, call center, in-store, etc.), as well as demographic, intent, interest, and other audience attribute data from first- and third-party data sources for a complete picture of their customers and prospects.
Measure: Understand the importance of personalized content that is brand-building vs. demand generating. Many brands struggle to quantify the impact of top-of-funnel display banners without a specific Call to Action. To understand the true impact of that banner ad, brands need a multi-touch attribution platform that processes the data at the impression level.
Improve: Optimize to multiple KPIs to understand the influence that a wide array of personalized messaging plays in driving business. For example, a personalized email from an online travel site may simply ask a customer to state their favorite holiday destinations. A personalized banner ad or Instagram post may then follow up with a discounted flight offer on those destinations. The company needs to be able to analyze its progress toward two KPIs: a customer sign-up and a sale.
Marketers and advertisers are looking for help as they shift from targeting personas (or cookies or device IDs) and start targeting people. People-based marketing requires a multi-touch attribution solution to unite the unique profiles of customers and prospects with tactical marketing performance, so brands can optimize marketing and advertising performance by audience segment.
We hope that you had as much fun as we did at OMR 2018 and that you learned something that will help you grow -- personally and professionally. See you in 2019!
To find out what digital marketing experts recommend for a people-based approach, download our ebook: 8 Experts on How to Measure People-Based Marketing Impact.