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THOUGHT LEADERSHIP INSIGHTS<br />
SEAN BLACK<br />
Director, North America Media Services Lead, SapientNitro<br />
@creativemynd1<br />
MKTO: How do you see the role of<br />
digital advertising changing as a<br />
part of the overall marketing mix?<br />
SB: With recent developments in<br />
technology creating new touchpoints<br />
to engage with consumers, the role<br />
of digital advertising seems to change<br />
daily. To understand its role, we have<br />
to understand that digital has evolved<br />
past “internet” advertising and that it<br />
now encompasses many more<br />
environments, like mobile, social,<br />
and digital out-of-home<br />
(e.g. digital billboards.)<br />
Yes, some people argue that we still<br />
exist in a “traditional” world, but do<br />
we really? Broadcast television drives<br />
linear and non-linear watching, and<br />
print has transitioned into a digital<br />
format. This evolution of looking at<br />
digital in a bigger way has changed<br />
how we see it. Now, I ask, how are<br />
you going to take your brand and<br />
evangelize it within this new<br />
marketing ecosystem? We need to<br />
move past the questions about the<br />
role digital plays and the best way to<br />
reach consumers and instead move<br />
toward your ultimate goal, which is<br />
building a proper story around your<br />
brand that can span across all digital<br />
channels. With this core focus, your<br />
will find that you have answered the<br />
questions you raised at the start.<br />
MKTO: What is one mistake you see<br />
marketers often make when it comes<br />
to digital advertising?<br />
SB: I would like to admit there is only<br />
one mistake often made when it<br />
comes to digital marketing, but, in<br />
reality, there are many. To simplify and<br />
make this easy, here are two: 1) the<br />
ability to truly understand your<br />
consumers and their consumption<br />
patterns, and 2) the ability to properly<br />
align KPIs that set clear measurements<br />
of success upfront.<br />
We all recognize that media<br />
fragmentation continues to make it<br />
difficult to reach people. So it’s<br />
important to identify how your<br />
consumer will engage with your brand<br />
and then create a thoughtful content<br />
strategy to help you build as much<br />
reach and frequency as possible. The<br />
best approach is to connect all of your<br />
touchpoints, making for a successful<br />
holistic campaign.<br />
The second mistake is around setting<br />
up the proper KPIs. This goes hand-inhand<br />
with recognizing the issue of<br />
fragmentation and knowing that one<br />
KPI does not fit everything. But<br />
defining each of your touchpoints and<br />
then aligning them with proper KPIs<br />
will keep your campaign in check.<br />
Even when looking at opportunities<br />
within social, you shouldn’t assume<br />
you are going to align all those<br />
platforms under one KPI. For example,<br />
perhaps Twitter is about engagement<br />
and retweets and Facebook, reach and<br />
effective CPM (Cost Per Thousand.)<br />
Ask yourself these questions upfront,<br />
otherwise trying to reverse this<br />
process at the end of a campaign will<br />
make your work that much harder.