{"id":25432,"date":"2017-12-04T16:42:22","date_gmt":"2017-12-04T16:42:22","guid":{"rendered":"http:\/\/www.bnreport.com\/media-planning-behemoth-msix-is-evolving-to-a-world-of-consumers-control\/"},"modified":"2017-12-04T16:42:22","modified_gmt":"2017-12-04T16:42:22","slug":"media-planning-behemoth-msix-is-evolving-to-a-world-of-consumers-control","status":"publish","type":"post","link":"https:\/\/www.bnreport.com\/en\/media-planning-behemoth-msix-is-evolving-to-a-world-of-consumers-control\/","title":{"rendered":"Media planning behemoth m\/Six is evolving to a world of consumers control"},"content":{"rendered":"

If 2018 is the Chinese Year of the Dog, then surely we\u2019re fast approaching the EU\u2019s Year of Regulation (and lots of it).<\/p>\n

There are acronyms aplenty for firms to get to grips with \u2013 from the General Data Protection Regulation (GDPR), to the updated Payment Services Directive (PSD2), with swathes in between.<\/p>\n

Much of the coming change centres around consumer rights, and subsequent business obligations regarding personal data. New, explicit definitions of consent will be introduced under the GDPR, along with consumer rights to erase, rectify and transfer data, to name but a handful.<\/p>\n

It\u2019s a lot to take on board, but the opportunities are many. Following an exceptional year \u2013 doubling its year-on-year billings and adding 17 new markets across Europe \u2013 media planning and buying behemoth m\/Six has made a prescient move, diversifying its offering to accommodate the data-led world.<\/p>\n

As part of m\/Six\u2019s new global leadership team, Anna Foster, recently poached from TMW Unlimited, will lead the data pack in the newly-created role of chief data and customer officer. She\u2019s operating in a space not conventionally covered by media planning and buying agencies.<\/p>\n

Anna Foster, chief digital and customer officer, m\/Six (Source: m\/Six)<\/p>\n

Out with the old<\/h2>\n

\u201cTraditional media planning has been very linear: a customer journey, end-to-end,\u201d she says. \u201cBut m\/Six is very focused on being a media agency born in a digital age. We know people don\u2019t behave like that anymore \u2013 we describe this new behaviour as \u2018flow\u2019.\u201d<\/p>\n

The idea behind \u201cflow\u201d is to leverage the way in which consumers interact with an increasingly fragmented mediascape. Gone are the one-to-many days of shouting your message loudest in vain hope of scoring conversions. Today\u2019s consumer is in control of their interactions with brand messaging \u2013 be that via social media, websites, apps or whatever else.<\/p>\n

\u201cWe can\u2019t control where customers go,\u201d says Foster. \u201cThey will go where they go. All we can do in response is look at the digital signals, try and understand the behaviour, and serve them something relevant, interesting, and timely to help them. We try and find them when they\u2019re in the right mindset, in the right place, rather than assuming we\u2019re going to take them from awareness to intent to decision as we once did.\u201d<\/p>\n

Foster says that, now more than ever, data literacy, while paramount, is not enough alone. \u201cWe\u2019re moving towards an Age of Customer Engagement,\u201d she says. It\u2019s about joining the data dots together to create a single view of a consumer\u2019s position, and engaging them in a way that isn\u2019t irrelevant, intrusive or inappropriate. Engaging them as a human being on a journey, rather than numbers on a screen.<\/p>\n

\u201cIt\u2019s less, \u2018sell sell sell\u2019, and more, \u2018when I get you to come to the right decision, it\u2019s mutually beneficial\u2019,\u201d she says. \u201cThe last thing you want is someone to be badgered into a decision once. Marketing is about helping people, not pushing them \u2013 otherwise you don\u2019t get the long-term, behavioural shift.\u201d<\/p>\n

Mutual agreement<\/h2>\n

Demonstrating this \u201cmutual benefit\u201d is an area that, when I spoke to IAB UK boss Jon Mew recently, he admitted the industry hasn\u2019t always been very good at. Foster agrees, adding that in light of the GDPR, demonstrating the value to consumers of using their data grows ever-pertinent.<\/p>\n

\u201cThe whole point behind the regulation is to give consumers more control of their data \u2013 that can\u2019t be a bad thing. I\u2019d love to proactively explain to people why we want to understand them better, why it\u2019s not for creepy reasons!\u201d<\/p>\n

While businesses are slowly but surely getting on top of the requirements of the GDPR, Foster thinks more needs to be done to ensure that consumers understand what the regulation means for them. New definitions of consent mean new mechanisms for firms which wish to acquire it. From May 2018, it will be far simpler for consumers to opt out of data collection.<\/p>\n

\u201cNo one is explaining to consumers what\u2019s going to happen,\u201d she says. \u201cWhy they might want to tick these boxes or click the buttons, or give their consent for email marketing. My worry is that as an industry we\u2019ve always been quite bad at that.\u201d<\/p>\n

\n

No one is explaining to consumers what\u2019s going to happen<\/p>\n<\/blockquote>\n

There is a common misunderstanding that, if you, a consumer, remove consent, you will no longer receive marketing \u2013 which is simply untrue. What you receive will simply be lower-quality inventory that is totally irrelevant to you as an individual. The personalisation you have grown used to will be gone. The offers you might have otherwise received, will be served to someone else.<\/p>\n

I tested this out for a week a little while ago by installing a plug-in called Ghostery, which allows you to block advertising trackers. Setting it to the most stringent settings, the difference was staggering \u2013 it wasn\u2019t my internet any more. After a week of receiving the same messaging ad nauseum, I was glad to turn it off.<\/p>\n

\u201cData is what makes advertising relevant,\u201d says Foster. \u201cThe more we know about people, the more relevant it becomes. Some voices make it sound like we just want to know stuff about people, but it genuinely is supposed to be helpful to them. It\u2019s supposed to be that we can give you the right message at the right time, the right incentive, the right reason. We can help you overcome barriers if you\u2019re worried about perception or pricing. We\u2019re supposed to be helping.\u201d<\/p>\n

Deception perception<\/h2>\n

The perception that your personal data is being used against you by advertisers and publishers is one that has propagated in consumer\u2019s minds over the last few decades.<\/p>\n

It grabs headlines. Stories about data hacks and breaches, your television spying on you, Facebook<\/a> manipulating your news feed, all threaten to create a very one-sided debate.<\/p>\n

The void will be filled by privacy campaigners and hyperbolic news if the case for consumer value is not made by advertisers.<\/p>\n

\u201cGDPR was supposed to change that,\u201d says Foster. \u201cIt was all formed with the consumer in mind \u2013 making the relationship open and transparent. If you better understand what we\u2019re doing and why we\u2019re doing it \u2013 how we\u2019re trying to help people make decisions that are right for them, rather than forcing them to do something they don\u2019t want to \u2013 it has to be a good thing. But unfortunately, the privacy campaigners will shout that \u2018it\u2019s all being used against you\u2019 \u2013 which is simply untrue.\u201d<\/p>\n

<\/a><\/strong> <\/a><\/p>\n

Original Article<\/a><\/p>\n

[contf] [contfnew] <\/p>\n

CityAM<\/a><\/h5>\n

[contfnewc] [contfnewc]<\/p>\n","protected":false},"excerpt":{"rendered":"

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