Are you sustaining great marketing campaigns and driving growth long term? Are you driving and texting? Don’t. Are you crushing it !?!? Is your media supply chain transparent or totally opaque? For heaven’s sake! Are you MRC 3rd party verified and TAG certified… guaranteeing brand safety? Is your 1st Party Data cookie based, people based or derived from some unknown tech stacked in the corner? Do you trust the source of your 3rd party data? What about someone else’s 1st party data (aka 2nd party data)? Your customer – do you know where they are? It’s getting late and they haven’t called. Are you leveraging the many tech platforms and emerging media channels available to reach smart audiences? Smart marketers are with Ambient computing, VR, AR, ML, AI, Smart homes, Drones, Robotics, Wearables, Digital health, Distributed CPU, Sensors, The IOT, Networks, Voice/Visual recognition and marketing clouds. Keep the CUSTOMER AT THE CENTER!! Do you perform routine database cleanses? Which fields are your vendors matching exactly? Are they incorporating field greens, Kale or organic carrots? If they are triple washed and ready to enjoy, check “high match rate” off of you list. Stamp out the bots – Fireball, Judy and Hyphbot will F your S up! Did you know that 81% of millennials made a purchase after seeing or hearing an advertisement in the last 30 days? NO? Then you should be ashamed of yourself. Your attribution should keep pace; target trusted media for your placements and model outcomes on the back end as a starting point for test and learn modeling. About 54% of Boomers trust TV and print advertising, and just 27% trust online and social media advertising. However, 64% of millennials trust TV and print advertising, and 51% trust online and social media advertising. Bat-shit reclusive weirdo’s trust no one. Millennials’ higher trust level stems from having more resources available to discover if a brands message is misleading, so KEEP IT REAL. You can’t fool today’s consumer. They’ve acquired hyper intelligent godlike knowledge of the universe with internet tools and expanding collaboration and collective learning. Speaking of networking, are you leveraging influencer networks? Brands only require 2,500,000 or less influencers to be effective. Start with who, journey with how and end with why? Is your Measurement Making Sense? Are you Cross Media tracking using probabilistic or deterministic matching? You should use both, with a dose of empirical research and field work. BE the customer who you are trying to convert. Track yourself and then Target ads at yourself! Then go out and make a purchase and close the loop! Convert Yourself. Then you can personally experience and measure Ad Effectiveness, Sales Lift and ROI. What controls do you have in place in order to intervene when content becomes an issue? Last week CNN uncovered ads from over 300 major brands (including Amazon, Adidas, Netflix, Nordstrom and UnderArmour) connected to nazi, pedophilia, and North Korean propaganda videos. If Google wont clean it up then be more diligent with vetting supply and placement quality propensity and proficiency please. If frequency capping hampers IMP delivery, let it ride. Cognitive science research tells us to keep frequency caps low but seeing an ad 65 times in a row may piss people off but it will drill them into submission. Just don’t over rotate on any one player. One to One marketing on scale is something that sounds cool so do it. The bidder in your DMP acting up again? Fire its ass and get a new one. Reduce waste, don’t add to the clutter, create useful and engaging experiences, bring more buying and planning in house, be authentic, optimize, get granular, choose partners wisely, pair math with magic….. Abracadabra !! You’re now a modern marketing whiz.
