Daniel Burstein, Senior Director of Editorial Content, MarketingSherpa, recently posed the question, “How important is it for you that the marketing of a company that you do business with puts your interests before its own?” MediaMath CMO Joanna O’Connell had this to say:
“Consumers likely feel bombarded with ads across every touchpoint and will ignore or block marketing that is over the top or misses the mark,” Joanna O’Connell, Chief Marketing Officer, MediaMath, told me. “The good news is marketers now have so much technology at their disposal to enable them to deliver good experiences.”
O’Connell provided a few examples to get your creative (well, creative, data-oriented, technology-driven) juices flowing for how you can get marketing messages to customers that will benefit from them and avoid those who won’t:
- Segment more granularly to get a better understanding of the user’s behavior — did they just buy that pair of jeans you’re about to serve them an ad for? Did they just increase their cart value?
- Manage channels holistically — including setting the right frequency at which you deliver ads —so you deliver a coordinated conversation to consumers across display, mobile, video and other channels.
- Gain an understanding of identity across devices so you know with whom you are trying to communicate.
- Utilize dynamic creative optimization to serve tailored messaging based on specific data points that dictate the best combination of elements in the creative.
“Remember: A user equals a human. Really try to understand what they are looking for and what they want. It’s not enough to not be creepy. The humans you are targeting should like your advertising. That’s how you gain trust, loyalty and, ultimately, business performance,” O’Connell said.
Read the full article here.