Moses Velasco, Head of Products and Services Development, Socialbakers, talks to GMR on the issues around digital marketing, brand safety, ad blocking, and much more: What do you think is the defining aspect of traditional versus digital marketing? What is the fine art of balancing them? From the traditional marketing perspective, primarily print and billboards, I think there’s still a place to build brand awareness. Having said that, I think the opportunities lie more on the side of social. In digital world, there’s a break up between digital and social, and we’re actually seeing a huge increase in social media eating into the digital budget because it’s more effective and more measurable at lesser cost.
This means marketers have a better opportunity now to look at the numbers and the data and understand what’s working versus traditional marketing which has always been a bit of black magic to try to understand in terms of calculating the ROI.
Almost all brands today are going digital. Do you think the digital platform itself is getting crowded with so many players getting onto it?
Digital transformation is definitely a big buzzword in the market, and we see more and more brands really adopting this approach. At the end of the day, it goes back again to understanding the numbers. They want to go digital because they can measure it. And if you can measure it, you can manage it. And that’s really what’s the key for CMOs, social media managers, digital marketing managers, and heads of digital, that is, to be able to manage their activity more effectively and more efficiently.
There are some issues around digital marketing, especially brand safety, ad blocking, bad banner ads, etc. Do you think that gradually the skeletons in the cupboard have started coming out?
What’s interesting is that today more and more people are paying to not see advertising. What we’re seeing of late that media buying agencies, brands and publishers are coming together to ensure there’s a fine balance between usability and serving the right ads.
Additionally, I think what is transitioning is the content quality, and, as a result of that, the ads and the targeting have become much more effective.
Should marketers be paying more attention to improving the dark side of digital?
I believe so. Also, I think ad blocking will go by the wayside if the ads are really targeted and interesting for the user. If marketers are to pay more attention to serving the right content to the right people at the right time, I don’t see people would shy away from that.
Do you think that digital marketers too need to redefine their digital marketing strategies under these circumstances?
I think they need to define first, if not redefine. They need to make sure that their content is relevant. If you have content that resonates with somebody, users will engage with it. There’s a gradual shift towards targeted digital campaigns because it’s more effective and the results are better.
What is Socialbakers doing in this field? How are you partnering with social media agencies or clients for that matter?
Our primary focus is on the performance of digital content across industries, countries, regions, competitors, niches, and then we analyze how audiences react to different types of content.
We look at 3 main pillars of content performance and optimizing for marketers, and that is who the audience is, what type of content will perform, and when is the audience going to be online.
By Sunil Kumar Singh