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The 2 Biggest Challenges for the Modern Marketer

June 28, 2016  |   Allyson Havener

We recently kicked off the Dallas leg of our spring RampUp on the Road series. Before the day began, I had the chance to chat with some of our guests and asked a digital marketing director, “What are some of your biggest challenges?”

She answered, “Honestly, technology changes so fast. I can’t keep up. I feel like I am constantly struggling to stay in the MarTech loop.”

I’m sure most marketers can relate to this statement.

Thankfully, Richard Joyce, lead analyst at Forrester, pointed out some easy steps to be successful in the ever-changing digital era: to think in human terms and don’t lose yourself in all marketing technology options.

Think People, Not Devices

To think more in human terms, advertisers should think of the person behind the devices.

As Dr. Lauren Moores, VP of Strategy at Dstillery, explained, we have to aggregate more relevant behavioral data from a variety of sources and touch points.

The more we know about our customers, the more we can deliver relevant messages.

“It’s not just about location data. Mobile behavioral data is obtainable, too.” Dr. Moores continues, “We add value to our customers by becoming one-to-moment driven with properly aggregated and utilized behavioral data from mobile.”

One-to-moment is the idea that customers change moment to moment throughout the day.

Therefore, marketing efforts should address those changes so advertising shifts towards a human audience versus a device-based audience.  

For example, the person at work browsing shoes online is not the same when looking at their email on the way to yoga.

Throughout the day, marketers can optimize how to target customers by paying attention to behaviors in the moment rather than the customer as a whole.

One-to-moment can be a great way to take advantage of the behavioral data you have at your disposal, without forgetting that you’re always marketing to people.

Don’t Let Technology Overwhelm

David Dempster, Marketing Director at MetroPCS, touched upon Joyce’s idea of not getting lost in marketing technology options, and described his journey to a more data-driven marketing strategy.

It starts with defining your business goals, then shopping for the best-of-breed marketing technology stack that will help achieve those goals. This is a living process, that should be tested and then reiterated.

Technology isn’t going away, so planning and adapting will be the basis of success for tomorrow’s marketer.

At the end of the day, your message still has to resonate with your customers.

Being data-driven to create a one-to-moment marketing strategy will inevitably make your message more human and helpful to the person on the other end of the device.

If you missed our spring roadshow series and want to hear from one of the speakers, register for our webinar featuring Dr. Augustine Fou as he discusses the challenges with and solutions to ad fraud in Ad Fraud & Ad Blocking: Impact on Measurement.