Adverity was out in force for the 2018 DMWF (Digital Marketing World Forum) Expo Global in London. As well as being a sponsor and exhibitor at the event, attendees were also treated to a compelling talk from Adverity's own Fabio De Bernardi (Country and Sales Manager for the UK).
Fortunately for those of you who weren't able to attend the conference, you can watch Fabio's presentation in the video below.
In his presentation, Fabio discussed the challenges of attaining an accurate marketing ROI while working with an ever-increasing number of marketing tools, breaking down data silos and preparing for a dynamic future.
Fabio cited research indicating declining marketing budgets and a clear shift from advertisers choosing to move away from more traditional advertising in favour of digital avenues.
More still, companies are increasingly adopting a data-driven approach to marketing, with the expectation that it will help them reach their target audience more effectively while accruing a lower financial outlay. In an age where advertisers can serve highly tailored messages to a more refined target audience, they are better equipped to deliver cogent ads that directly speak to those they're looking to reach out to.
Furthermore, Fabio talked about the shifting attitudes of marketing executives, who now regularly identify the need to build data and analytics capabilities as a key strategic challenge. Indeed, there is a growing belief among marketers that data has a hugely significant role to play in not only calculating ROI but also identifying opportunities to optimise reach and convert more people into paying customers at a lower cost.
If you would like to share your experiences of calculating and optimising your ROI while working with multiple marketing channels, please do so in the comments below.