mFilterIt Blogs

Changing Role of Marketers with respect to Brand Safety



Addressing the skill gap in the digital ecosystem with rise in cyber threat

Brand Safety officers- The new Career Choice

We’re living in a world of connected technologies. With social distancing norms in place, digital has become the new way of connectedness. From our daily routines to spending habits, social interactions to travel aspirations, digital adoption has become the new normal and will remain in times to come.

The shift towards digital has also caused a major disruption in how brands approach their customers. The 24*7 online culture has given rise to the fact that more and more people are looking for products and services online thus showing the scope of growth for businesses. Brands are now increasing advertising budgets to reach more and more customers. The onus now lies not just with the brands and CXOs but more importantly on the marketers and brand custodians to implement strategies to effectively leverage the opportunity to increase sales and brand visibility. However, the 24*7 online culture has also increased the online threat landscape.

Long gone are days where marketers had to justify the ad budgets basis the impression, reach level data, sales conversion, etc. In present times, they’re marred with more complex challenges like brand infringement issues (fake websites, counterfeit products, fake customer care numbers), ad-fraud issues (bot traffic, fake installs, geo-location fraud), and brand safety issues. These issues have brought forth to light a major skill gap in the digital ecosystem – understanding brand safety components in marketing and advertising.

The traditional digital marketing approach talks about impression and reach data across the marketing funnel. Covid19 has disrupted this traditional approach by citing challenges of advertising environment and brand safety components.

Is your content placed in a brand-unsafe environment such as adult content, fake news?

Are you validating impression and reach level data- fake users, bot traffic, fake installs?

What are the checks and balances you take into account as a marketer with respect to brand safety?

Brand Safety and infringement directly affects the ROI of brands. One negative news about the brand directly hurts the goodwill, revenue, and brand experience. Building trust and relationships with your customers is paramount in times like these. Marketers need to adept themselves with skills that look at the entire gamut of marketing in its true sense which captures brand safety, addresses ad-fraud, thus utilizing the ad budget efficiently. This new breed of marketers can aptly be called Brand Safety officers.

Adding trust to digital is the future-forward for marketers. Banking upon trust and addressing the changing role of marketers, mFiltrerIt takes pride in re-launching its Ad-fraud and Brand Safety certification program which adds value and trust to the digital ecosystem. The program has been designed in a multi-tier structure that will empower professionals across the hierarchy with the requisite skills and knowledge. It’s about time where marketers and brands should consider where the ads appear and take into account the surrounding environment of the ad. When the customers themselves can differentiate between safe and unsafe environments, why shouldn’t marketers and brands address the same? A meaningful and substantial experience is what your customers require and marketers of today should deliver to the customer experience keeping brand safety in mind and equip themselves with the skills which will not only add value to the organization marketers work for but also better their career progression.

Leave a Reply

Your email address will not be published. Required fields are marked *