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Top Ten Takeouts: Applying Adtech for Customer Centricity

Customer centricity has now become an assumption - of course you put your target consumer at the forefront of your activities. This becomes somewhat more complicated in practice however, particularly for an industry that didn’t exist 15 years ago and continues to grow and contort at a staggering pace, and despite brands knowing more about the market than ever before.  

In what can only be described as a true-marketer approach to some of the more controversial adtech related incidents of recent times, we learned that perhaps data isn’t as scary, or as precious, as we hold it to be, and that the context of humanity and behaviour should always accompany it.

We also explored:

  • Defining adtech and customer centricity

  • The evolution, and sophistication of adtech and the industry

  • The biggest threat to adtech

  • Data management and privacy

  • The future of adtech

With panelists:

The Takeouts

  1. Adtech’ broadly refers to digital tools, platforms and analytics used for advertising. It’s technology that delivers the right message, at the right time, to the right audience, and/or reports on how it performed.

  2. It’s mostly data and hyper-consolidation that are shaping the adtech industry of today.

  3. Video, AR and other formats are creating campaigns that are not only visually impressive, but targeted and measured in a way that offline advertising has never truly been able to achieve.

  4. The biggest threat to adtech is that the data is predominantly owned and controlled by three tech giants, creating an oligopoly where they’re essentially able to operate as they please without challenge.

  5. The lack of competitors, transparency, and ineffective regulation has also enabled privacy scandals like Cambridge Analytica.

  6. Emerging technology like blockchain and voice technology will have a huge impact on the way that data is managed and content is presented.

  7. Think two to three campaigns ahead. By building in the relevant data points to what you’re doing now, you can ensure that you become more relevant and personalised to your audience with each campaign.

  8. Consider how to ascertain the emotional and behavioural context around the numbers that your campaign generates, as the insights will inform your messaging and content for the better.

  9. Brands that guide themselves by the principles of relevancy, and ‘just because you can doesn’t mean you should’, give themselves a better chance of ensuring they don’t end up news for the wrong reasons.

  10. Find the connection between the data and the humanity.