InteracTiVoty: The Answer is in Our Hands - Mark Risis - MediaBizBloggers

I was speaking with my friends at Universal McCann a few weeks ago and one thing that emerged clearly from our conversation was that despite the fact that digital is in the final stages of maturation and is in many ways undergoing commoditization these guys still yearn for that great promise that fueled the space39s rapid ascension to the top of the pile to connect all the dots from the moment a consumer is exposed to a message to the moment that that same consumer makes the purchaseMost advertisers and to a large degree their agencies know the directional relationship between ad spend and how that impacts sales and depending on the sales channels and product category involved the effectiveness of each step as the consumer heads down the sales funnel Embracing the growth in measurement tools and the living real quotliquidquot data that is continuously generated marketers and their agencies are busy building out extremely complicated scorecards and dashboards powered by massive servers and armies of number crunchers That technology will ultimately allow management Xraylike visibility into their businesses and in turn empower them to tinker with their entire marketing and product supply chains in real time from behind their desks And this in turn will allow them to hold their agencies more and more accountable to improve the costeffect ratio with more precision less waste and greater returnIf it sounds complicated just try to imagine what it takes to get this type of thing off the ground much less to get a large organization and all of its myriad partners to buy in and actually make this system work Yes it39s possible but at what cost and more importantly at what benefit Or to be more exact when is the benefit going to be realizedThat is not to say that these types of integration endeavors should not be pursued but it just makes more sense for all parties involved to focus first on smaller playing fields that are more manageable in scale and with the consumer squarely at the centerMany if not most online platforms are already allowing advertisers ways to connect an ad response with a downstream activation and to some degree with direct sales In cases where physical sales are dominant vs immediate online redemption coupons and offers received digitally and transferred into hard copies redeemed in store are what39s being tracked The math for the advertisers is simple this much spent this much redeemed this growth in sales This small integrated system works pretty well so the question is how do we bring this to the big screen in the consumers39 living roomAt the time of writing there are several ways to activate the TV viewer a request for RFI can be mailed to the viewers39 home or sent to her email or the viewer can bookmark it and then visit a Web site where the offer can be redeemed There are a few other approaches but the key question remains is this the optimal way to connect the televised consumer message to that consumer39s spend and in turn where can we improve and where should we be headedI truly believe the key lies in being as immediate as possible thus allowing the consumer to do the least amount of work necessary to realize the end benefit In other words we need to get whatever we39re offering right into the viewers39 hands ImmediatelyAnd what39s in most people39s hands for the better part of the day Their mobile deviceThere are several factors that make this a more viable proposition than ever before Firstly the industry is undergoing a unanimous transition towards graphicsdriven mobile devices Many are touchscreen others combine a touchscreen with a QWERTY and even the keyboardcentric device manufacturers like Research in Motion39s Blackberry are either launching touchscreen models or enhancing the size and the resolution of their email machine screensThe richer more flexible yet at the same time more consistent graphic palette bodes well for the user experience of receiving an immediate confirmation of their request It also seems that an ad that one proactively requests is something that mobile users will react to more positively than those ads that are pushed on them while they39re in their personal mobile spaceMy wife hasn39t checked her email on a computer in weeks My mother has the Google phone and texts feverishly My grandmother has trouble walking but never misses a call since she39s got her cell phone strapped to her wrist Everyone has one all the time and they39re not afraid to use themIt39s time to embrace the mobile device as the ultimate conversion mechanism And help my friends at UM realize the true promise of digital a direct line from spend to salesMark Risis is Director of Interactive Advertising Sales for TiVo IncRead all Markamp8217s MediaBizBloggers commentaries at InteracTiVoty MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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InteracTiVoty: The Answer is in Our Hands - Mark Risis - MediaBizBloggers

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