Beckon took the stage at last week’s DMA &THEN conference in Los Angeles to continue the discussion around what’s working and what’s not in modern marketing. Along with marketing leaders from Coke, Mozilla and Scotts Miracle-Gro—all Beckon customers—the panel explored marketing trends ranging from content creation to programmatic to non-working media spend.
Responding to Beckon’s analysis of over $16B in marketing spend and performance, each of the marketing leaders talked about “why” these trends (whether good or bad) are happening, and “what” marketers can do in each of the trending areas to improve their performance. Here are some of the highlights:
Trend 1: Content creation rates are skyrocketing but engagement is flat.
Coke has content creation guidelines in place to ensure content is being created to align with the brand voice and adhere to a higher level of quality. Mozilla has actually decreased the amount of spend on content creation but experiences a higher engagement rate by focusing on creating and delivering content to a highly specific audience.
Trend 2: Working versus non-working media and drastically reducing non-working media spend.
Coke has an internal database to house all of their content so it can be shared across the company and leveraged by various markets, making it easier for teams to spend more on working media. For Scotts Miracle-Gro, they rely heavily on content marketing for customer engagement and don’t put as many resources behind working media since customers are apt to seek the content out on their own.
Trend 3: Every marketer should be doing programmatic.
Scott’s Miracle-Gro has seen significant performance increases with programmatic and invested in a DMP in-house, which their media agency uses. They also do some internal programmatic buying. Coke is testing programmatic in various markets and expanding based on performance. Mozilla deploys programmatically slightly differently based on internal user privacy standards. They do not use a DMP or have a programmatic practice in-house, although they do work with agencies that are aligned with their privacy practices to deploy channel-specific programmatic buying.
Trend 4: Bring measurement in-house.
Scotts Miracle-Gro relies on agency partners and has revamped their data policy over the past years to execute agreements that ensure the Scotts Miracle-Gro brand owns the data. They also require underlying data from their agencies, rather than PPTs or other analysis done by the agencies themselves. Although specific agency performance is important, their primary concern is analysis across the entire marketing spend—beyond what the agencies are in a position to measure. Both Coke and Mozilla agree that agencies are critical to their success but so is the ability of the agency to share their performance data. Coke has seen better results for both the agency side and internally by focusing on data transparency between both parties.
Trend 5: Be agile!
All three companies agreed that agility is critical to improving marketing performance and increasing return on marketing investment. Put by Mozilla CMO Jascha Kaykas-Wolff, “Agility is just the path we’re on. It’s about using data to better serve our customers. Marketing teams just need to adapt to that.”
So are these marketing trends marketing truths or just hype? Based on the panelist reactions, some are true, some are “unanimously” hype and some are, “well….it depends.” Either way it’s a critical discussion for marketers to have and something we’re thrilled to facilitate.