The article is inspired on conclusions from the article: Maximize Walled Gardens Without sacrificing Customer Intelligence (Samatha Merlivat, April 27, 2016 – FORRESTER)
If you are a BRAND advertiser this situation might sound very familiar.
A CMO is working on his DIGITAL video & display marketing plan for next year and need to take some serious decisions. He/She is obviously facing some pain, having to deal with a lot of confusing elements in the digital disruptive era. Now it’s not about media only. There is also DATA involved!
The first part on MEDIA seems to be easy to solve. Cannot imagine that anyone has doubts that the number one & leading media provider in the digital space is Google and that the runners up is the Social Media giant, Facebook. Only with Google and Facebook the advertisers will be assured to get ALL their relevant consumers and prospects attention. Its not that difficult to figure out. Google and Facebook is a safe pick.
Just to make sure that the reader, who I hope is an advertiser, understand that Google and Facebook make their living to assure that you the ADVERTISER spend as much of your budgets on them as possible.
A CMO would reply; “well who cares?! They provide me with results and lets face it, only Google and Facebook are able to make me reach my objectives”
Now if I would be the owner of a large enterprise I would be cautious of the wording; “Ineed to reach my objectives” because the enterprise is not about one single department but rather of the companies future.
In short term, meaning 6 to 18 months there will be a quick gain obviously. Google and Facebook are impressive media providers and will offer immediate gains in the following areas:
Huge traffic source with user friendly platforms and reporting´s.
Mobile is on the rise! Google got Android and Facebook has Whats app and Facebook itself has 85% of usage from their APP.
Google without any doubt, having login DATA for Google docs and utilities on maps and hundred of other products control perfectly any devise recognitions. Also Facebook figures it out (although its not as precise)
Both Facebook and Google has their own buying platforms for audience extension or exposure on other publisher sites (Atlas, DBM)
In other words, check in the box and done!! No brainer!! For a CMO the guarantee to reach his/her objectives is set and on top Google and Facebook provides them with fantastic buying and tracking tools. Only a fool would be adventurous and opt for other solutions.