The Future of Digital Marketing: Interview with Admixer Marketing Director Irina Overko
"Business Partner" has launched its "Digital Partner" column, delving into pressing topics within the expansive digital marketing landscape.
In a recent installment, Irina Overko, Marketing Director of Admixer Advertising, discussed digital marketing's intrinsic benefits and anticipated innovations:
Why Should Companies Embrace Digital Marketing?
Digital marketing should not be viewed in isolation from general marketing, as the fundamental strategies of both are intertwined. Given our increasing reliance on digital platforms—be it websites, apps, or even smart TVs—digital marketing has emerged as a predominant communication channel. A digital footprint is integral for most businesses today to effectively execute strategies, be it for boosting brand awareness or escalating sales. Digital marketing's inherent flexibility allows brands to craft tailored strategies, spanning various ad formats and devices. Its strength lies in its technology-driven precision, like targeted advertising, exemplified by platforms like YouTube, ensuring optimal budget allocation. Additionally, digital marketing offers comprehensive analytics, enabling businesses to maximize their returns on investment.
What Does Programmatic Advertising Offer and What Are Its Limitations?
Programmatic advertising, characterized by its automation, revolutionizes the traditional ad-buying approach. By automating digital ad purchases, it not only streamlines operations but also heightens campaign efficacy through strategies like Bid-In and multi-faceted targeting. An expansive inventory and varied formats allow businesses to find bespoke solutions. Artificial intelligence, a current buzzword in digital advertising, is gaining traction, especially with shrinking marketing budgets and intensifying platform rivalry. The digital transformation of traditional channels—like outdoor screens and television—offers enhanced targeting capabilities, with platforms like YouTube and Megogo at the forefront.
Which KPIs are Essential for Digital Success?
KPIs are contingent upon business objectives. Brand awareness and sales, for instance, cater to distinct goals and cannot be conflated. A favorite methodology of mine is the "SMART" approach:
- S (Specific): Clearly delineate goals.
- M (Measurable): Quantify success parameters.
- A (Achievable): Set realistic targets.
- R (Relevant): Target the right audience.
- T (Timely): Define a time frame for goal realization.
The digital realm thrives on efficiency, and myriad platforms exist to help businesses meet their objectives.
Any Global Innovations on the Horizon?
While no groundbreaking announcements have been made, rumors suggest Apple is developing its proprietary advertising platform, diversifying in-app ad formats. Meanwhile, Twitter's rebranding aims to incorporate payment functionalities, but its success remains uncertain. Globally, Netflix's US monetization and Amazon's foray into markets like Poland signal potential shifts in other regions. As for Georgia, major platforms like Google Ads and the Google Marketing Platform are accessible. Collaborations with giants like Google are underway to uncover Georgian market monetization opportunities, though progress is gradual. The upcoming year will spotlight the phasing out of cookies, necessitating industry adaptation. This could reshuffle market players, with some bowing out and others taking their place, steering the industry into uncharted territories. These are merely my predictions for the times ahead.