Marketo-DG2DA

THOUGHT LEADERSHIP INSIGHTS
JULIE REZEK & KEITH JOHNSON
President, Wunderman Seattle
General Manager/Interactive, Wunderman’s KBM Group
@WUNSeattle
@KBM_Group
MKTO: How do you see the role of
digital advertising changing as a
part of the overall marketing mix?
Wunderman: Digital advertising is
poised to be an overwhelming
portion of the marketing mix in the
very near future. As evidence for this,
five years ago digital media was
planned in silos apart from other
types of media, and new ad agencies
that called themselves “digital”
appeared on the scene. Those
approaches are already outdated. In
our work with publishers and media
agencies by virtue of our data
management platform, Zipline, we
have observed a shift where leading
advertisers now plan digital media
alongside analog media with a
unified data and creative team at the
core. The focus today is on the
audience first, media second, and
measurement third. When done
properly, it becomes a closed loop
cycle from which we continually
learn and improve our
communication with consumers.
In addition, we live in an era where
new forms of media like mobile and
IoT are inherently digital. These new
digital medias are being joined by
bastions of analog media such as
social (aka word of mouth) and TV
as they become digitized in part or
in whole. Media will continue to
evolve change, and grow in
unexpected ways. But, one thing is
clear: Until we have the next
disruptive change in computing or
technology, the gravitational pull of
digital media will continue to
strengthen. This leads to the
conclusion that we must stop
thinking that “Digital” is a media
channel or even that it stands as a
synonym for a small collection of
types of media like banner ads. We
must recognize digital for what it is:
a technology and method by
which we communicate with
consumers. Once we adapt our
thinking to this current reality, we
are compelled to change the way
we think plan, and act in response
to the consumer’s needs.
MKTO: How do you see IoT
changing how marketers
advertise today? How is that
similar or different from the rise
of mobile devices?
Wunderman: IoT is one of the
most exciting things to come our
way since the advent of the
telephone. We are just barely
beginning to scratch the surface of
what will be possible. Can you
envision a world where your
refrigerator automatically re-orders