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DAVID KIDDER: The first one is attribution, is identifying
opportunities to spend money down various channels, and
connect those spending patterns and the data comes
out of them, to optimize them towards a goal.
And so marketers that go to the marketplace, and spray and
pray their advertising dollars, are at a significant
disadvantage to marketers who understand the purpose of
channels, spend well, and then connect
and measure and optimize.
The predominant trends is that, I think brands have to
tell the truth.
They have to identify, long before they actually design
their campaign, it has to be built on a bedrock of truth
that they can evoke.
So, the first thing is to identify those
truth about the brand.
The second part about those is to identify what is the goal
of telling those stories in the marketplace?
So taking a brand or product message into the right
channels based on the truth, and the vulnerability of that,
and transparency of the brand is very clear.
So identifying the values and truth of the brand,
identifying the correct channels
to send those messages.
And the third piece is really just measurement and
optimization, is connecting those dots, Once all of those
three things are lined up you have a incredible marketing
force with purpose that's connected to real math.