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THOUGHT LEADERSHIP INSIGHTS<br />
MIKE STOCKER<br />
Director of Business Development, <strong>Marketo</strong><br />
MKTO: How do you see the role of<br />
digital advertising changing as a<br />
part of the overall marketing mix?<br />
MS: Digital Advertising is changing<br />
because it will be the dominant force<br />
in driving customer acquisition for<br />
marketers. Let’s face it, TV, Print<br />
media and the traditional marketing<br />
methods are declining and digital<br />
advertising on the web, mobile,<br />
social and now IoT will be the main<br />
area for marketing efforts.<br />
MKTO: How do you see the Internet<br />
of Things (IoT) changing how<br />
marketers advertise today? How is<br />
that similar or different from the<br />
rise of mobile devices?<br />
MS: Remember back to 2007—nearly<br />
10 years ago—and little product<br />
called the iPhone hit the market?<br />
Think of the vast amount of change,<br />
disruption and opportunity that<br />
device has brought to us by making<br />
mobile the primary channel. Now<br />
we are nearing 2016 and IoT has the<br />
potential to be just as disruptive. As<br />
Apple Watch, and other wearable<br />
devices begin to gain mass market<br />
adoption, it will present many of the<br />
same huge changes, disruption and<br />
opportunity we’ve seen over the<br />
past 10 years with iPhone.<br />
MKTO: What is one mistake you<br />
see marketers often make when it<br />
comes to digital advertising?<br />
MS: In my opinion, the biggest area<br />
for improvement for marketers<br />
doing digital advertising is not taking<br />
all the rich data available on their<br />
customers into account to better<br />
target and personalize their<br />
marketing to prospects or<br />
customers. Companies that are<br />
doing it well are driving hugely<br />
positive results—Nordstrom, for<br />
example, is doing it right—if I look at a<br />
pair of shoes, their digital advertising<br />
“listens” and takes that into account as<br />
I browse around the web. Other<br />
companies where I’ve always<br />
purchased men’s clothes—could do<br />
better. All their emails and ads still<br />
show me mostly female products,<br />
which I’m unlikely to purchase.<br />
Marketers need to make sure to use all<br />
that rich intent, interest, prior<br />
purchase, time and proximity<br />
information and more to better target<br />
and personalize their marketing.<br />
@MichaelStocker
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