How Can Brands Swap Being Reactive With Being Agile? Experimentation.

Four trends shaping media strategies

Experimentation is becoming a key talking point in the advertising industry.. Making incremental changes – rather than embarking on huge projects that take years to complete with no guarantees of success – is emerging as the way forward. 

During the pandemic, many brands were more reactive with their digital advertising  because they couldn’t be sure when the next lockdown would come. That agile mindset continues to guide our approach to marketing. To maintain their agility, brands must invest budgets in digital media transformation strategies and innovative, experimental approaches.

Let’s look at four key factors driving digital experimentation forward. 

Consolidating data with cloud platforms 

Brands need to better understand how their ad spend is performing across channels and markets to identify where cost efficiencies can be achieved. 

Increasingly, we are being asked by clients to help them drive a cross functional view of their data by connecting  it across more areas of their business. This data comes from many sources including the Google Marketing Platform, other technology stacks, content management systems, and customer data platforms, as well as third-party channels including Meta, Amazon, and TikTok.

With so many disparate data sources, cloud-enabled platforms such as Google Cloud Platform (GCP) can act as a conduit that handles the information in one place. GCP enables businesses to store data securely, share it seamlessly, and gain clarity over how ROI is being achieved.

To get maximum value from analytics, a business must define its specific objectives, understand what it needs to measure, then leverage the cloud to better manage the relevant data. Only then can teams understand what’s working, what isn’t, and allocate their resources accordingly. 

Respecting user privacy and harnessing first-party data

The phase out of third-party cookies — even with the deadline being pushed back — is causing many brands to reassess their approaches. Privacy-centric tools, such as Google Analytics 4 (GA4), are forming a larger part of data strategies as a result.

GA4’s Consent Mode gives marketers a clearer picture of their audiences by modelling the behaviour of website users who reject cookies based on the behaviour of those who accept them. The insights gained from cookies will therefore continue delivering value after they are phased out.

Marketers also need to consider how they can utilise first-party data to fill the gaps left by cookie deprecation. Again, consent is the watchword; consumers want to be in full control of their data.Plus, the regulatory landscape around privacy is constantly developing. Not least because of questions around how to legally process data, but also how the laws differ across regions  and markets.  

By guiding our clients through the nuances of different markets, as well as helping them understand which technologies can be used in which regions, we enable them to develop an experimental, flexible approach. With this philosophy, it is possible for innovation to exist side-by-side with compliance. 

Using data sustainably

One risk of taking a data-driven approach is that organisations capture data for data’s sake, with no clear idea of what they will use it for.

If the data being collected isn't providing clear value, this is wasteful. Collecting and storing data takes energy, which can significantly contribute to an organisation’s  carbon emissions. For larger businesses, the potential impact could be immense if data-related emissions are not addressed. 

We've been helping our clients develop an ethical approach to data collection and processing. By eliminating wasteful data practices and rigorously analysing the data they do collect, organisations can achieve their goals conscientiously.

Adopting a test and learn mentality

Digital transformation provides businesses with a valuable learning experience. It establishes digital best practices and develops a crystal-clear vision of an organisation’s unique tech roadmap.

There must be a confirmed strategic goal, but organisations should also have the flexibility to reach their objectives via multiple routes. The advertising industry is fast-paced, meaning priorities can change and businesses need to be agile in response. 

It's essential that organisations have the technology to develop data-driven approaches to test and iterate ideas. They should take a failing-forward approach where missing the mark is encouraged – because if you aren't failing, you aren't learning. The foundation of this is a culture of experimentation where hypotheses can be tested to continually drive better results and cost efficiencies. 

Digital transformation is an ongoing, iterative process that aligns with business goals. At Acceleration, we use our expertise to develop and test ideas that help clients nurture a culture of experimentation, enabling the digital transformation required to achieve their goal of media modernisation.

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