Richard Ingleton, chief operating officer and chairman of Insights, Kantar
Kantar, a data and insights consultancy agency, hosted a conference called “Marketing Masterclass – Delivering Impact in a Connected World” last week to explore how e-commerce is reshaping the shopping experience for retail brands and identify the fast accelerating digital trade channel as a way for brands to gain market share.
Attended by business leaders, owners and entrepreneurs, the Masterclass shared the latest global thinking on digital marketing and e-commerce. Experts showcased real-life success stories where customer centricity, product personalization for specific markets and connecting with consumers effectively through multiple channels helped distinguish top performers.
The conference highlighted digital advertising as a missed opportunity with reach still exceeding investment when compared to traditional media. Digital ad spends are set to surpass those of TV in the USA in 2017, whereas they remain around 20 percent in MENA markets. Duncan Southgate, global brand director, media and digital, Kantar Millward Brown shared a case study which demonstrated that increasing marketing presence on YouTube by 20 percent can increase the impact of a given campaign by 40 percent.
A March 2016 study by eMarketer forecasted growth in spending on digital advertising from $2.4 billion in 2015 to $6.5 billion in 2020 in the MENA region alone. However, Stephen Hillebrand, CEO Kantar Insights MENAP, said,” Trust, complexity, proof of ROI and our own fear of failure are currently the biggest obstacles to faster growth in digital.”
Richard Ingleton, chief operating officer and chairman at Kantar, added “We have quantified evidence that e-commerce and digital advertising is going to grow exponentially in the next few years and yet the road map to successful advertising is still very hazy.”
Speakers at the event predicted that by 2020 global customers will manage 85 percent of their relationship with the enterprise without human interaction, bringing a massive change in the operating model of brands. Other speakers advocated embracing this disruption proactively rather than waiting for the change. And whilst there is little danger that the popularity of traditional shopping visits will diminish quickly, the rapid evolution in digital payments will re-define the path to purchase and create new shopping behaviors.