As digital media evolved to where it is today, the goal was tailored solutions customized to the customer. This would allow closer relationships between brands, agencies, vendors, and consumers. However, more often than not, these solutions and campaigns throw money at large silos of people and hope that they'll reach the target audience.
At the iMedia Agency Summit, Tom Alexander, the founder and CEO of PK4 Media, Inc., welcomed Justin Manfredi, senior director of digital marketing at Activision, and Chris Scuro, west coast digital marketing manager at Team Detroit, to discuss the future of digital media offerings.
For cross-platform targeting, it's essential to stop siloing. The brands that are getting it right are the ones that take the time to create tailored content. An example of a brand that has been successful in this field is Lexus, who recently built a Facebook campaign with more than 1,000 pieces of content to reach its specific audience. This allows for a unique and customizable experience for many demographics.
How can an agency convince a brand of where to put their spend dollars? It's simple, according to Manfredi. The answer is ROI, because although metrics don't always show the whole picture, it's important to have those numbers in hand when the CEO wants to know why you made the decisions you did. Scuro suggests, however, you can't live and die by the numbers. This over-reliance on metrics can hurt you more than help in some cases. The human part of digital media is an essential aspect, and it's important to keep the ability to make gut decisions.
Another important aspect for brands, agencies, and vendors alike is to choose reliable partners. The best partners bring the best-in-class opportunities directly to you, and you both help each other grow and flourish. Scuro encourages you to make full use the relationships and to use both sides of the coin. "You need trusted partners because sometimes they know it better than you," he said. In return, you provide your own unique knowledge and skills and everybody benefits.
As for how to encourage your customers to find their way through the tunnel, it's important to find the right opportunities to provide the right experiences, and to be ready to jump on them when they do appear.
So where is the future of digital marketing going? According to Manfredi, targeting won't go back to silos -- it will continue to be more integrated, and more and more social integration will be increasingly important. Social is the platform where most people are redirecting their communications with brands, and you have to embrace it.
How can you differentiate yourself from the competition?
Focus on standing out with human relationships and creating bonds. Don't forget to do your homework -- on the client and the business. There are so many others competing for that same attention that you have to prove your worth. And finally, Scuro said, "tell me the one thing that nobody else does that you can do."