Article

Monia Galardi
Monia Galardi 7 May 2013
Categories Advertising

Multichannel Strategies and too much advertising: What lack of collaborative approaches and technologies has to do with it

Advertising, industry events & news, Technologies&Digital

Multichannel sales strategies mean that the customer can be reached via various marketing channels, whether (i.e.) search, display, video, digital supply or traditional channels.

What happens when these channels are used by different actors working in independent corporate business units, agencies, operation profit centers each one with his own view of the targeted audience, execution strategies, KPI goals and measurement tools.

Last week, from the stage of the Advertising Week Europe in London (March 18-21 2013), we heard from Microsoft’s VP of advertising and online in Europe, Andy Hart that

“The amount of content [all forms including ads] users receive is over-abundant,” adding that ” We’re looking at a new set of rules that limits supply [of advertising inventory]… Otherwise you get people engaging in ‘ad avoidance’ both online and off-line.

Naturally operations can be streamlined, synergies sought and team work promoted.

With advertisers availing of various agencies to execute their strategies in traditional and ever-growing digital channels. Agencies might make offers of an holistic approach, all inclusive to their customers.

Mike Drexler in his today article on Ad Age wonders “How Can True Agency Collaboration Be Achieved?” and consider that this is possible “Via Financial Incentive programs”

However, despite financial incentives it seems logical that only a dedicated client project/service manager availing of a comprehensive technology platform can really ensure a better management of Ad campaigns.

Adobe, is offering solutions that in my opinion allow agencies, corporate and smaller businesses alike to engage with the targeted audience and strike a balance to reach an optimal Return on Marketing with no “ad avoidance”.

Cloud based for scalability and to enhance team cooperation Adobe Marketing Cloud is a single service that includes everything digital marketers need to get ahead: a complete set of analytics, social, advertising, targeting, web experience management solutions and a real-time dashboard that brings together everything you need to know about your marketing campaigns.

With the added advantage of availing of Adobe technology for the digital creativity production with the creative cloud tools which comprise of Adobe creative suite with cloud storage, the ability to sync to any device, create website and iPad apps without writing code “Ad avoidance” might well be a purely strategic issue, with these tools and a collaborative client/project manager.

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