Otus

Involving marketers on regulatory issues

This Data-Driven Marketing and Advertising Association (ADMA) offers digital and data-driven courses developed by industry experts for professionals to upskill and enrich their knowledge.

In series with ADMA, media weekly and Vanessa Mancina – Director of Digital Marketing at Optus – on involving digital marketers on regulatory issues and why the workshop was a “game changer”.

Manthena joined the telecommunications company five years ago, bringing a decade of experience managing media agencies and digital marketing teams.

In addition to SEO and Affiliate Marketing, the Director of Digital Marketing also manages the internal social programmatic team.

“Internal motivation starts with changes in privacy and regulations. In my opinion, this amplifies the role of first-party data as a commodity.

“The vision of my team and my current role is to run a world-class in-house marketing team. We are always testing and learning and pushing the frontier, especially as clients change in the future,” she added.

The Importance of Involving Digital Marketers on Regulatory Issues

Engaging and educating digital marketers on regulatory issues is essential, especially as advertising is constantly changing. “We’ve gone through a major shift, if you look like five years ago, to where we are today,” Manthena said.

“The future will continue to become more complex as we as an organization adapt to regulatory changes, and we remain completely in the loop.”

Manthena said being involved with ongoing regulatory issues allows them to plan for future testing, strategic changes and key future priorities, such as phasing out cookies by 2024.

The Director of Digital Marketing at Optus also noted that digital marketers must leapfrog regulatory issues to keep up with changing performance benchmarks.

“How they transform is a challenge, and it comes down to measuring the future, which is some of the issues behind the regulatory change. Knowing this will allow us to plan future benchmarks for change,” Manthena added.

According to Manthena, Google’s announcement to delay phasing out cookies gave Optus more time.

“We already have a clear vision of how to move forward in a cookie-free future. This announcement gives us time to continue testing and learning so that when this transition occurs, hopefully our performance won’t change significantly.”

The digital marketing director said that by 2024, Optus will be ready and operating primarily in a cookie-free environment.

Key lessons from the ‘game-changing’ ADMA workshop

Optus participated in workshops facilitated by ADMA and Manthena spoke highly of them as a “game changer”.

“It’s refreshing to have an independent view of regulatory changes for the different audiences the workshop is targeting.”

The Director of Digital Marketing at Optus explained that they have been able to educate multiple teams and departments.

Manthena noted that the workshop has already started a conversation at Optus about priorities and how they can pivot to ensure customers have the best interest in protecting their privacy and data, making it central to future technological change and integration.

“ADMA already provides a unified regulatory view, so this is informative and eye-opening for our team.”

In addition to being “informative” and “eye-opening,” Manthena said the Optus team’s response to the workshop was positive.

“We all know that making some of these changes within your platform using first-party data requires a lot of engineering and resources to enable some of these features and must be prioritized.

“The fact that high-level stakeholders are involved in the privacy and regulatory conversations allows leadership to prioritize these technical requirements that need to happen,” she said.

“It also ensures the visibility and importance of these regulatory changes to our business and organization so that we can manage the impact from a performance perspective,” she added.

Mel HopkinsCommenting on ADMA’s regulatory training, Optus VP Marketing CMO said: “As the marketing landscape continues to evolve, advertisers are increasingly shaping their future without cookies.

“This breeds innovation and creative thinking as advertisers seek new ways to reach and engage consumers. This allows for more human interaction between brands and consumers, leading to stronger connections.

“By developing new solutions that can measure the true impact of data-driven marketing, the industry will be able to navigate the changing digital advertising landscape,” she added.

Sarah Fernando

Sarah FernandoThe ADMA’s head of regulatory and advocacy consulting said the sessions were held for members to increase transparency and understanding of what drives marketing and compliance within the organization.

“By inviting internal and institutional partners to these meetings, ADMA members like Optus are able to build a stronger foundation for their shared journey.

“The importance of regulatory and compliance dialogue within marketing teams cannot be overstated. These teams are responsible for data collection, management and use and play a key role in protecting organisations and consumers.

Fernando noted that as regulatory changes continue to take effect, privacy standards will inevitably continue to evolve due to updated laws and changes in the implementation of technology platforms. But she noted that this will mostly reflect the changing expectations of consumers.

“Consumers won’t stop using online services just because of privacy concerns, but they will seek out brands they feel they can trust and use services that meet their privacy expectations,” she said.

“Marketers need to be prepared for this fundamental shift. The best way to do this is to get training or work with industry representatives like ADMA who have the expertise and knowledge to help them navigate these changes successfully,” Fernando added. road.

Join the ADMA Regulatory and Advocacy Working Group

Manthena also joined the ADMA Governance and Advocacy Working Group nominated by Hopkins, Optus VP Marketing CMO.

“The best part for me was traveling with like-minded people and getting their perspective on some of the challenges and perspectives that are impacting the industry. Of course, I can represent Optus, so it’s a huge privilege to do so,” she Say.

She added: “We discussed where we’re headed as an industry on some of these changes, and it allows us to have a voice as a collective if you need to defer any type of change etc.”

Adema

Optus’ future of data-driven marketers and Google’s cookie-free lag

Looking to the future of data-driven marketers, Manthena noted that Optus is embracing innovation, especially given Google’s cookie-free latency.

“We have been organizing our first-party data and supporting different testing and learning. We have entered the market and are relying on our technology partners to help us on this journey.”

Optus digital marketing director says some of the tools and strategies they deploy are already on the market and tend to buy machine learning built from hundreds of signals and fed into machines.

“It’s exciting that we can almost predict whether consumers are on this path to purchase,” she said.

Manthena also noted that they have partnered with third-party vendors to test authenticated traffic and explore ways to build second-party data pipelines to drive future scale in the data security space.

Above: Vinetha Manthena

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