NDA, in partnership with Xandr, is collecting the views of some of our industry’s leading figures for their predictions on 2022 and beyond on our Predictions Hub. First up is Jane Savage, VP of Marketing and Ecommerce EMEA at RoC Skincare.
How is collaboration evolving in your market to deliver better results for advertisers and better experiences for consumers?
An important part of brand marketing is creating and providing content that has true value to the consumer and controlling the urge to make everything a hard sell. This isn’t new but striking the right balance can still be challenging, especially as we continue to explore platforms such as Tiktok and identify the right metrics to measure success for longer term brand health as well as shorter term ROI.
I believe that brands choosing to approach influencers more as consultants to help shape and refine their content strategy to best resonate with their target audience on a long term basis, will have the best chance of success in 2022.
Are walled gardens from the tech giants an opportunity or challenge for digital advertising?
There is no doubt that the advertising opportunities that are now available to brands within the walled gardens of these tech giants are incredible and allow for phenomenal, personalised campaigns at scale.
However, on the flip side of this, it does mean that there is a danger we move further and further away from fully understanding our own customers through the collection and use of our own first-party data in a meaningful, privacy-safe way. Marketers should be in a position to connect their disparate data sets and find ways to mine useful data insights without over dependency on just the tech giants.
It is a muscle that all of use need to continue to build.
All advertisers need a digital advertising ecosystem to thrive but what is your company’s short and long focus to help achieve this?
For us, continuing to make choices within the ecosystem is going to be one of our main focuses. The options now available to us as marketers are vast but ensuring that you invest sufficiently in the areas that are proven and work well for you is critical, whilst also allowing a % of spend to try new things which allows you to continue to learn and evolve.
Chasing every shiny new object does not necessarily make you innovative, sometimes watching and waiting can mean that you make the right strategic decision for your brand.
What consumer behavioural change over the last 18 months will be the most important for shaping your digital advertising strategy in 2022?
In 2022, further building value for our consumers digitally is going to be important for us, not just in the products that we manufacture, but in the content, partnerships and conversations that we participate in.
Personally, I’m also watching NFTs very closely to see how brands start to utilise them as a gateway to build community and unlock exclusive content and perks.