Ay: Ocak 2023

To understand the primary importance of automation, it is necessary to consider the evolving “ways of accessing data”. The quantity and quality of data available today, especially through digital tools, is so large that trying to analyze it manually is both time-consuming and problematic in terms of reaching the right conclusion. Automation is an indispensable aid that makes things easier when it comes to processing complex data from different sources. However, the word “help” should be emphasized here. Getting support from automation does not mean ignoring the human dimension. Automation tools offer marketers a great advantage in keeping their campaigns under control, managing them, reacting quickly to current developments, improving them and evaluating the paths that will lead to the target.

On the other hand, many marketers find automation lacking in responding to unique circumstances and meeting the customized needs of the campaign. In other words, marketers may see automation as a uniform performance management tool. In fact, this is a serious misconception. Once you’ve created your campaign, it’s important to take a proactive approach. It is up to the marketer to identify the data sets and feedbacks you need to consider in line with your goals, and to weed out the details that work and don’t work within the framework of the campaign. In other words, leaving everything to automation is an approach that reduces efficiency; for success, it is necessary to go beyond this and develop human-automation cooperation.

Another misconception about automation is that such systems cannot respond to rapid changes. However, this is not the case. The algorithms that form the basis of automation adapt to change at great speed with technologies such as machine learning and artificial intelligence. In fact, this impact-response issue works in such real time that it surpasses manual methods.

As automation becomes more and more important for marketers in campaign management, it is hard to resist this change. But it’s important to remember that this tool is human. While automation helps marketers manage complex data from many different sources and make strategic decisions, the “management” and “decision-making” work still falls to the human.

Privacy is the key to credibility When it comes to data collection and data analysis, the most critical issue is security and reliability. Access to data, which is an important resource for both acquiring new customers and ensuring the loyalty of existing customers, is a problematic area for many potential customers. Until recently, most people were either extremely uneasy about sharing their personal data or refused to share it altogether. However, recent approaches such as transparency policies developed by brands have broken this resistance. Nowadays, audiences can share their data more easily in exchange for some promotions that they can benefit from.

However, Matt Brittin, Google’s President for Europe, Middle East and Africa, draws attention to a different issue of great importance: Privacy and, by extension, trustworthiness. Brands that make their target audience feel the importance they attach to privacy manage to get one step ahead. Brittin gives the example of a survey they recently conducted with 7 thousand people living in Europe: “This survey shows that ads from brands that respect privacy perform better.

Positive experiences with privacy increase consumer trust in the brand. This factor is so strong that some negative privacy experiences can lead customers to choose a competitor. In short, even if you come up with great ads, if you are lacking in trustworthiness, your hand is not very strong. The key is to develop tools that empower your customers’ control over their privacy settings and make them feel it at all times…

Not without Generation Z. 

If you are talking about trends in any subject, it will always come back to Generation Z. In the digital world, the determinant of 2023 will be Generation Z, just like in 2022. Generation Z is a native of these places; they were born here, they grow up here and they shape their perceptions according to the character of this medium. In this sense, they are shaping on the one hand and taking shape on the other. Julia Hoffmann, Creative Lab Manager for Google Europe, Middle East and Africa, has very important clues for 2023:

“In 2023, instead of inviting Gen Z audiences into your world, meet them in theirs. Understand their unmet needs, prioritize relevance and authenticity over expectations of uniformity, and embrace the diverse visual worlds they inhabit.” – Julia Hoffmann

Again, short videos will be among the most followed content in 2023, as they always have been. However, it should not be forgotten that individuals are now connected to multiple screens at different moments of their lives or at the same time. This necessitates the production of different versions of content with formats suitable for different screen characters. These versions are created by manipulating many different variables, from format to duration.

In Google’s interesting article, the point is made by Mailine Swildens, Head of Creative for Europe, Middle East and Africa at Google. Swildens emphasizes the following trend that will perhaps become increasingly important not only in 2023, but beyond:

“When tailoring ads to a specific purpose, avoid ‘overemphasizing the purpose’. The promise of the cause should be authentic and long term, backed up by actions that go beyond promises.” – Mailine Swildens

Of course, the success of such methods is not certain. However, considering the high interaction criteria and the measurability advantage of digital tools, it can be said that a great return is achieved.

“On the other hand, algorithms, artificial intelligence and automation tools have made it easier to access data. At this point, we have entered an era where “data” is now “data.” This means the following: All human activities, including creativity, are based on detailed data analysis, and our insights have become more analytical. Intuition is still very important for creativity, but only if it is based on data.

So the framework, if not the meaning, of the concept of creativity is changing. And it’s not just about creativity; every aspect of human activity is being “engineered”. This is precisely why “data” is “data”, or a prerequisite.

Let’s go back to creativity…

Creativity is the way to differentiation All this is not to say that creativity has lost its importance. On the contrary, creativity and creative works are still the most effective method of “differentiation”, which has become one of the most important marketing goals. According to Think with Google’s article titled “Now is the time to embrace creativity”, “payments to creatives for creative advertising work will increase by 50 percent in 2021 compared to 2018. * In short, the market has realized the importance of creativity.

But what kind of creativity?

This question brings with it an answer that is constantly changing.

A creativity that uses new technologies, creates a data source with these technologies, analyzes and interprets the data with the same technologies, shapes it with intuition, expands the creative process to include the choice of materials and media, takes into account the formal and contextual variations specific to different media, processes the details down to the finest detail, but formulates all these with a holistic approach.

It seems challenging. But then again, no one has ever said it was easy.

The main issue is to deliver the right message, in the right medium, in the right way, to the right target audience, in the most striking way. These factors lie at the heart of differentiation. However, it is no longer satisfactory to achieve only a few of them; you are expected to fulfill all requirements at the same time. This is essential for your interaction in every possible field. 

https://www.thinkwithgoogle.com/future-of-marketing/creativity/open-creative-project/