As noted in our last blog post, Mediamath’s GM, Matt Spiegel, was recently interviewed as part of the Argyle Executive Forums’ Argyle Conversations series in which he shared details about his industry experience. The interview has been divided into a three-part blog series for our readers. In the series, Spiegel helps us take a closer look at the evolution of the digital marketing landscape, and the challenges and difficulties in reaching consumers.
The second part of the series (see below) features Matt’s tips about how digital marketers need to leverage today’s technology tools to help them stay competitive and make smarter decisions. According to Matt, with a more automated, systemized approach, marketing teams can ultimately reap huge rewards, such as reduced costs, and more efficient use of media and marketing dollars.
Part 2: “The State of Today’s Digital Landscape with Matt Spiegel”
Most marketers agree, to stay competitive in the global marketplace, organizations need to be driving more digital innovation in their products and services. They need to innovate rapidly and they need to do it cost effectively.
As part of the Argyle Q&A, Matt emphasized that today’s marketers need to focus on “everything becoming digital” moving forward. This new way of thinking, he explained, can dramatically impact how media and marketing strategies are executed.
“We [marketers] spend a lot of time talking about how if you are thinking about a more digital world that you need to understand where you are likely to reach your consumer across all these touch points — this all needs to be accomplished in a more connected and unified way,” he said. “It also means the need to react [to consumers] in a more real-time way … some of that is about making media decisions in real-time.”
In the Q&A, Matt pointed out that marketers need to always be thinking about social listening and response. “There’s an ability now for marketers to make in-the-moment decisions either at the macro or micro level, and that’s only going to become more and more critical as the marketplace evolves,” he said.
The key to succeeding in this new marketplace, he said, is figuring out how marketing teams can leverage the latest technology systems to make really smart decisions. “Decisions that are not quite possible on a human level, but actually require advanced technology,” he said.
Matt urged marketers to consider how they can apply this new way of thinking not just in digital media, but also with other content that they put out in the market.
The bottom line: Those companies that are best able to leverage technology through smart tactics will hold a competitive advantage through faster revenue growth, he said.
“If marketers want to build a marketing practice that’s going to stand the test of time over the next 50 years, the use of technology and data is absolutely critical,” Matt said. “Otherwise, they could be setting themselves up for ultimate failure.”
Be sure to stay tuned for our final blog post in this series in which Matt reveals his secrets about where today’s digital marketing and technology ecosystem is headed. He also will share some client success stories, highlighting companies that have effectively engaged their customers in meaningful ways by utilizing the latest technology.