Marketo-DG2DA
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THOUGHT LEADERSHIP INSIGHTS (CONTINUED)<br />
STEVE JONES<br />
President, International DWA Media<br />
MKTO: What is one mistake you<br />
see marketers often make when it<br />
comes to digital advertising?<br />
SJ: In the current climate of rapid<br />
technological development, there is<br />
a tendency to overlook the<br />
importance of communication<br />
basics. Targeting and delivery<br />
technologies are not a substitute for<br />
effective communication; they are<br />
an aid—the story still needs to be<br />
told, it still needs to be interesting<br />
and informative and the audience<br />
still needs to be listening. By<br />
focusing mainly on the<br />
technological capabilities of tactics<br />
and their measurement, digital<br />
advertising is often deployed in<br />
isolation, making it harder to<br />
interpret campaign exhaust data<br />
correctly. This can lead to an overoptimised<br />
and over-simplified<br />
channel/tactic mix. Activity is often<br />
deployed in a hurry through a desire<br />
to be at the industry cutting edge,<br />
which can lead to missing important<br />
data feeds or clues to performance.<br />
MKTO: How would you advise<br />
someone new to digital<br />
advertising–what are some key<br />
elements they should focus on/<br />
master first?<br />
First and foremost it’s to keep the<br />
individuals and their journey options<br />
in mind—both online and offline. This<br />
will help to prevent the wasted<br />
opportunities and will keep every<br />
activity working towards a master<br />
goal. The next piece of advice would<br />
be get a framework in place that<br />
allows a coordinated approach. All<br />
too often, activities operate in silos.<br />
It’s better to spend time working out<br />
the user journey and how to measure<br />
the things that impact it than to rush<br />
headlong into the latest thing just<br />
because it is the latest thing. It is also<br />
best not to assume that everything<br />
will work, or will work from the start.<br />
It is smart to commit to testing and it<br />
is also smart to know when to switch<br />
something off.