Digital marketing expert Jennie Hagen sees pent-up demand in the industry
With her presentation "Programmatic Buying - From Buzzword to Reality, into the Future" at the digital marketing trade fair SOM, Jennie Hagen, Head of Paid Media at Artefact, met with great interest from the professional audience present. The central thesis of the expert for online marketing: Large players such as Google, Amazon or Netflix have raised the standard for the customer experience in recent years and thus increased the expectations of the user. As a result, advertisers urgently need to catch up in order to remain competitive in the future.
"Internet users today are used to the customer experience of big brands. That's why their expectation of the customer experience online is now very different from what it was just a few years ago," said Jennie Hagen in her presentation at SOM on April 18 and 19 in Zurich. By constantly developing and using the customer data they collect, the Internet giants are able to predict customer needs more and more accurately. Keeping pace here is a key task for digital marketers, she said. According to Jennie Hagen, help is offered above all by the actual harnessing of various data sources, which in reality are often collected but rarely used to target and refine campaigns. But it is only through the use of correct data that machine learning and automation become truly relevant and create more efficiency and relevance for users, for example through personalized addresses.
Despite Machine Learning: Expert Knowledge Still Necessary
But even if the use of data and machine learning increases the degree of automation, this does not mean that the expertise of experts is no longer needed, emphasizes Jennie Hagen. This awareness is also widespread in the industry: In fact, "just nine percent of campaign managers were worried about their professional future." Especially in the analysis of data and the resulting consulting, specialists continue to be indispensable. In the future, they should broaden their expert knowledge in order to be prepared for closer collaboration with data scientists, for example, recommends Hagen.
From metapeople to Artefact
SOM is the trade fair for eBusiness, online marketing and direct marketing, which took place for the tenth time this year. Jennie Hagen is Head of Paid Media at the international digital performance agency Artefact. Until the beginning of the year, the agency operated under the name metapeople and was part of the Netbooster Group, which merged with the French digital agency Artefact in 2017.
Source: www.artefact.com
