5 Strategies to Put Marketing Tech Where It Belongs -- Connecting to Consumers

Cartoon courtesy of: http://www.adexchanger.com/comic-strip/adexchanger-a-technology-company/

How are Agencies Leading the Way through The Technology Chaos?
http://adage.com/article/digitalnext/agencies-making-technology-chaos/290884/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1389715888

Read a good article by Judy Shapiro on Advertising Age and this blog post is to comment on the points she made. 

The overall message is that advertising technology is good but it's effectiveness is maximized when agencies and brands, the experts in relevancy, story telling and engagement, take control and leverage technology to better connect with an audience. 

Here are the 5 strategies she outlined (the headlines) along with my comments:

Transform routine "advertising moments" into consumer moments - Give the consumer something to do or interact with. Don't push, invite.

Adapt for agile marketing - Don't get locked into one platform or way of doing things. Always be ready to get your message out through the appropriate channel. There is a difference in how and why you talk to your customer via TV, Facebook, Twitter, text, etc. 

Know how to scale with relevancy - As a tech provider I may be guilty of suggesting that big, engaging rich media executions work all of the time for everyone everywhere. Wrong. Customize the messaging for the channel even if you sacrifice scale to do so. 

Reclaim trust as King of the Marketing Kingdom - I have worked with publishers for many years and have never found one to do things that are not in the best interest of their advertisers. That said, agencies and brand managers are in their roles for a purpose and that purpose is to best connect the brand with their consumers. Native, custom, organic advertising ideas need to come from the advertiser and not the channel to maximize the effectiveness of the messaging and ensuing results. 

Celebrate the human element - Don't 100% rely on technology and data. Go with your gut and trust that you, the agency or brand, know how, where and when to talk to your audience. This also means saying no to more and yes to the unproven.  

CheckM8 helps advertisers, agencies and media companies develop more effective digital ads with non standard rich media formats customized to the advertisers goals. 

Connect with us today to learn more.

Eric Low
CheckM8, Inc.
Business Development, Advertiser Solutions
Email: eric@checkm8.com
Phone: 212.268.2948
Twitter: @EricLow
LinkedIn: www.linkedin.com/in/elow228