The 2021 Digital Advertising Manual: Rethinking Budgets & Channels for the New Customer Journey | Criteo
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The 2021 Digital Advertising Manual: Rethinking Budgets & Channels for the New Customer Journey
Stay aware of the ways digital advertising is changing. Get data and strategies to face new challenges and invest in the right channels.
Every aspect of the customer journey has become more digital. We’re using technology more than ever to discover, research, scrutinize, and buy all the products and services we need. In challenging times, nothing beats the convenience and choice digital commerce offers to the 2021 consumer.
To keep up with consumer habits, businesses are reallocating their marketing budgets. They’re increasing their investment in digital channels to reach consumers at every touchpoint that can influence their purchase decisions.
Criteo asked 1,000 senior marketing executives from around the world exactly how they’re adjusting their marketing budgets. According to our survey, every digital channel will attract more spend in 2021.
However, as spend is increasing, digital advertising is also coming to a crossroads. Issues like cookies and brand safety are now centerstage. Digital publishers and media platforms are evolving to meet the new expectations of both marketers and consumers.
Challenge #1: Proof of Impact
Every dollar from your budget must impact the bottom line. As digital advertising budgets rise to record-breaking amounts, marketers are under pressure to prove that their investment in digital ad campaigns is driving measurable business results. This means that metrics like video views and ad clicks must ladder up to core objectives like revenue and customer retention.
Challenge #2: Diversified Spend
Your advertising needs to reach consumers far beyond walled gardens. One third of marketers think their campaigns are too dependent on Facebook, Google, and Amazon. Luckily, opportunities to diversify ad spend and engage audiences outside of search engines and social platforms abound—including on publisher sites and apps, retailer websites, and streaming platforms where consumers are increasingly browsing, shopping, and viewing content.
Challenge #3: Brand Safety
You have increasing concerns about where your ads are showing up. Nearly 30% of marketers have concerns about brand safety and traffic quality when running digital marketing campaigns. Questions like, “Is there a risk that my digital ads will appear next to inappropriate or fake content?” are now top of mind.
Challenge #4: Privacy Concerns
Consumers are concerned about how you’re using their personal information. Marketers, publishers, and platforms need consumer data to create personalized experiences, but it’s becoming clear that people don’t understand exactly how their data is used.
Challenge #5: Omnichannel Strategy
Your customers don’t think channel by channel—so you can’t either. As consumers hop from channel to channel—email, social media, apps, websites—they’re having one experience. At minimum, businesses should create a consistent experience across their owned digital channels.
Download The 2021 Digital Advertising Manual: Rethinking Budgets & Channels for the New Customer Journey to start adjusting your advertising strategy:
Are you an agency marketer? Download the Agency Edition of The 2021 Digital Advertising Manual: New Opportunities to Drive Client Growth for data and advertising strategies that will help you serve your clients in new ways.