[Editor’s note: We recently sat down with Antonio Tomarchio, CEO at Cuebiq, to get his thoughts on the future of marketing and the challenges CMOs are facing today. This blog is a compilation of those conversations. Cuebiq is a #RampUp16 silver sponsor!]
What marketing trends do you predict will be the most prominent in 2016?
I think there will be a shift to people-based marketing, supported by the ability of mobile technology to bridge offline work with digital marketing and provide a holistic picture of users based on offline behavior.
This will lead to an increase in cross-device usage. As mobile user data becomes available cross-screen, it will no longer be confined to the mobile ecosystem.
What brand do you view as a leader in digital marketing, and why?
Facebook comes to mind. They’re a leader based on the number of impressions they receive and the apps that they’re tied to. Not to mention their impressive suite of advertising products and roster of clients.
What are CMOs’ biggest challenges and how will they overcome them?
Measurability, for one. No one is aligned on how to measure success. We, as an industry, must do something to fix this issue. There needs to be an industry standard.
The second largest challenge is how to effectively and efficiently leverage data from multiple sources, which includes omni-channel and cross-device strategy. Fixing this challenge would allow companies to transition to true, people-based marketing.
In order to overcome these challenges, there will be a lot of trial and error, but it also pays to use and assess a number of different platforms along the way.
Why are you attending RampUp 2016 and what are you most excited for?
We’re excited to be a LiveRamp partner and to be a part of its data marketplace and can’t wait to participate in RampUp this year.
In addition to meeting and mingling with the best minds in the industry, it’s an exciting time for us as a company as we just launched Cuebiq, our U.S.-based business intelligence company.
Cuebiq is a next generation business intelligence company that allows businesses to glean unparalleled real-time insights about real-world consumer behaviors and trends. Using its data intelligence platform, they provide geo-behavioral insights and offline location analytics, geo-behavioral audiences for cross-platform ad targeting, and offline attribution analysis. They are headquartered in New York with offices in the UK, Italy and China.