Wednesday, September 3, 2014

4 tech innovations that are transforming marketing

digiday reporting:
Netflix has about 38 million subscribers. HBO Go has about 32 million(Amazon won’t disclose its numbers). I have spent over 45 hours watching “Revenge” and never saw a commercial. I’ve streamed “True Blood,” “Game of Thrones,” “Bletchley Circle,” “Call The Midwife,” Sherlock,” “Vampire Diaries” and “Downton Abbey,” in total spending hundreds of hours watching those shows and never once saw a 30-second spot.
I still haven’t cut the cord. But cord cutters have grown 44 percent since last year, according to Experian Marketing Services. And as of a year ago, nearly 60 percent of millennials regularly stream content.
Word-of-mouth has always been the most persuasive form of advertising. People trust what their friends say more than they trust a message from a brand. Today social media has amplified that effect.--
Mobile advertising is still in its infancy and until creative and measurement improves, advertising dollars won’t flow to mobile. It’s an exciting time to be developing tech in mobile. But even though we look at our mobile phones 150 times each day, mobile doesn’t really work as an advertising channel. That’s really worrisome.

For a long time, we had to use content as a proxy for audience. Today, we can identify consumers using data, and we can use ad tech to buy access to the exact set of consumers we want to see our ads. We can also drive relevance by serving them very specific messages at very specific times when they’re at a key moment in their purchase journey.
...But there is one thing that gives me lots of hope: people love brands enormously.
People define themselves using brands. We love buying bags with logos, shoes with logos, jewelry with logos. We use brands to communicate what really matters to us — and I can’t imagine a time when we won’t. But how we discover brands has fundamentally changed. Interruption has given way to engagement, influence has changed and has shifted to people, and personalization is expected even by mass brands...

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