As a leader in the digital marketing services industry, Theorem has a high-level view of the effects the pandemic is having across a variety of industries.
Where Are We Now?
digital marketing services needs.
As we continue to evaluate different elements of digital marketing, we will report on more topics.
Some of which include understanding how data and analytics can help navigate these rapid changes and what is happening in the digital advertising space.
Martech & Automation
While the design and architecture of these platforms and systems was initially paused to allow for volume calibration due to shut downs, the necessity remains.
As a result, we predict an overall increased volume in digital marketing services related to email marketing efforts.
Advertising & Paid Media
Overall, the decline we are seeing is primarily in high-touch campaigns (those that require human interactions).
Due to the fact that it is automated through systems, programmatic should see a steady increase while standard manual ad serving will see a rapid decline in the coming months.
Data & Reporting
As important as data and reporting has been to digital marketing through the years, it has never been more crucial to utilize than it is right now. Teams engaged in robust data collection and reporting are in a much better place to analyze and shift to meet the rapid evolution of the market.
Providing digital marketing services to a wide variety of clients, gave us a clear picture of how data is influencing our clients decisions and adjustments to their marketing throughout each stage of this crisis. Each utilizing the consumer data to determine where and when clients were interacting with their various forms of marketing.
The majority of brands have been engaging in some form of data collection and reporting for some time now. Those that were not well seasoned in the practice found themselves in a tough situation in the aftermath of shutdowns and immediate shift to virtual interactions exclusively.
The bottom line: there is no good way to analyze and evolve for changes without a data collection and reporting system in place.
What Does This Mean for Tomorrow?
What the industry must plan for is a rapid acceleration of the decline of legacy methodologies and develop plans for ramping up automation strategies. Those who begin to prepare for the implications these changes all have on their business will successfully navigate the shift.