GroupM: Facebook, Google and the Loss of Perspective

They get at this science in similar but not identical ways Google does it through its ad tech stack of DFA advertisers DFP publishers DBM programmatic bidder Dart Search AdMob mobile AdSense display YouTube video G Mail and Chrome and Android mobile and desktop OS Join the dots Google does and goes further with Nest and Nexus devices and its Alphabet soup of innovationFacebook does it through the big blue app Instagram Messenger and What39sApp and a tech stack built of Atlas for publishers and advertisers Live Rail off platform ad delivery and the Facebook Ad Network and Parse app development and monetization Join the dots Facebook doesPersistently logged in users characterize these comprehensive and interlocked platforms Fuse that with shopper and other transaction and behavior data and Google and Facebook move within touching distance of extinguishing doubt in the marketing process Collision behold the God Particle As science threatens faith so data threatens any strategy built on fuzzy math the math however is rarely as fuzzy as it might appearNo one is going to get fired for buying Google and Facebook and nor should they People should get fired for losing perspective on the role of all communication channels and how they complement one another We39ve seen them here we39ve seen them there the dedicated followers of fashion to whom newness is an end in itself and the pursuit of a trade press headline is valued more highly than brand and sales effect People should also get fired for ignoring pockets of value functionality and usefulness that the fashionable leave behind Tiny things like these1 The hundreds of millions of Yahoo and Aol users2 The influence and authority of the great news brands still the most shared content on earth3 The legions committed to FM radio podcasts and music streaming When did you last hearamp160anyone ask amp8220What39s the audio strategy for your brandamp8221Facebook and Google and to a lesser extent Twitter LinkedIn and the messenger ecosystem have created a new foundation for marketing in a digital and mobilefirst world and their prosperity is all but assured as a consequence Used wisely and in the context of all of marketing experience they rebalance fact and faith but as in life fact like faith is in the eye of the beholder and the two will forever coexistIn Frederic Brown39s Angels and Spaceships 1954 a character has the privilege at the moment of its final connection to ask the first amp8220supercalculator and cybernetics machineamp8221 the first question Naturally he asks amp8220Is there a Godamp8221 The machine predictably answers amp8220There is nowamp8221 What it did not say is that people worship many gods and venerate disciples and saints alsoPlurality almost always trumps dogma Fashion should never trump context and effectivenessThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160

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GroupM: Facebook, Google and the Loss of Perspective

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Rob Norman

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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Rob Norman

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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