Technology and Creativity in Digital Marketing: Better Together - Michael Kassan - MediaBizBloggers

The science of search has been the 4th quarter marketing device of holidays past and to be sure holidays present But this year we will see the addition of robust behavioral targeting activities adding science to marketing exposures that will influence shopping well before the user reaches what Rob Norman CEO of GroupM Interaction Worldwide has called 39the digital shelf39Who will find coal in their search stocking and who will find happiness and joy this season My money39s on the savvy marketers who marry the art of communicating their brand and value propositions with the science of targeting the customers with the highest propensity to respondMediaLink President Wenda Harris Millard has led this call to action She like other industry players and observers warns of the danger of looking at digital technology as the beall instead of as a great facilitator and challenges us to build new partnerships between the art and science of advertising and marketing in this digital worldIn other words technology is a commodity It is the imagination and creativity of the people using the technology that is the differentiator Innovators like behavioral targeting firm Netmining which is helping retailers and brands that rely on a robust holiday season to rewrite the rules of its sectorNetmining uses both declared and undeclared behavior to understand what users are interested in and when to interact with them It does this not by just focusing on one behavioral aspect like others do but by layering in a lot of factors like recency and frequency of visits time spent and individual pages of interest RFM amp8211recency frequency and monetary value all in an effort to look for that one right quotmomentquot to deliver the most effective message or activate an offeramp8212whatever the objective may beThe right solution can help increase conversion on a Web site when buyers are likely to abandon the shopping cart process or through a strategic interaction at the moment users shift from browsing to buying Of course using that to 39remarket39 to users who leave the site will drive conversion with little waste and will focus on the right folks from the sales funnelThis onetoone approach is the key to successful marketing online today It utilizes the concept of scarcityamp8212the ads are the right ads sent to the right person at the right time so fewer are needed Customers don39t get hammered by entreaties Clients can view consumer interactions in real time And by sending messages the customer wants conversions are optimizedPrecisiondriven results born of creativity and facilitated by technology That39s a recipe for a happy holiday and a vivid illustration that as Dee Salomon MediaLink Senior Partner describes it we now have the science that creative has been waiting forCould it be we39re writing a new chapter in the young history of the Digital Age One in which we39re done with declaring how transformative it is and actually transforming things I think so I think Netmining and other innovative firms embody the next generation of thinking about digital marketing it39s art and scienceBrands that understand this will be the merriest this holiday season Those who don39tWell there39s always next yearMichael E Kassan is Chairman and CEO of Media Link LLC a leading Los Angeles and New York Citybased advisory and business development firm that provides critical counsel and direction on issues of marketing advertising media entertainment and digital technology Michael can be reached at michaelmedialinkllccomRead all Michael39s MediaBizBloggers commentaries at Michael Kassan MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Technology and Creativity in Digital Marketing: Better Together - Michael Kassan - MediaBizBloggers

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