Digital transformation in the ad blocking era

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Harry Kontonikas

Digital transformation challenges and insights for the - digital -marketer. Presented during MARTECH 2017

Leadership & Management

MORE SAND
DIGITALTRANSFORMATION
INTHE AD-BLOCKINGERA
Harry Kontonikas – Martech 2017

THE KEY FORCES
DRIVING THE EVOLUTION
OF MARKETING
Gardner’sHypeCycle ofDigitalMarketing& Advertising2016
CONVERGENCE OF MARTECH & ADTECH
EVENT-TRIGGERED & REAL-TIME TECHNIQUES
PERSONALIZATION
USE OF CONTEXTUAL CLUES
data-driven strategies &
tactics
mobile marketing &
predictive analytics
one-to-one marketing
proximity marketing, IoT
and wearables

HOT TECH TRENDS FOR MARKETERS
Economist IntelligenceUnitSurvey2016

ATTENTION SPAN HAS NOT CHANGED
EXPOSURETO ADS HAS

RELEVANCE
INFLUENCE
CONTENTMARKETING
PROXIMITYMARKETING
INFLUENCE MARKETING
SOCIALADVOCACY

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Digital transformation in the ad blocking era

1. MORE SAND DIGITALTRANSFORMATION INTHE AD-BLOCKINGERA Harry Kontonikas – Martech 2017

2. THE KEY FORCES DRIVING THE EVOLUTION OF MARKETING Gardner’sHypeCycle ofDigitalMarketing& Advertising2016 CONVERGENCE OF MARTECH & ADTECH EVENT-TRIGGERED & REAL-TIME TECHNIQUES PERSONALIZATION USE OF CONTEXTUAL CLUES data-driven strategies & tactics mobile marketing & predictive analytics one-to-one marketing proximity marketing, IoT and wearables

3. HOT TECH TRENDS FOR MARKETERS Economist IntelligenceUnitSurvey2016

4. HOT TECH TRENDS FOR MARKETERS Economist IntelligenceUnitSurvey2016

5. HOT TECH TRENDS FOR MARKETERS Economist IntelligenceUnitSurvey2016

6. ULTIMATE OBJECTIVE

7. BUT HOW ?

8. SAME OLD PROBLEMS

9. WHAT VS WHY

10. ATTENTION SPAN HAS NOT CHANGED EXPOSURETO ADS HAS

11. EXPOSURE MULTIPLIED

12. MANAGE REACH?

13. RELEVANCE INFLUENCE

14. RELEVANCE INFLUENCE CONTENTMARKETING PROXIMITYMARKETING INFLUENCE MARKETING SOCIALADVOCACY