Marketing | 10.12.2013

Why multi-platform data driven marketing is important

A dear friend recently hurt his wrist. I asked him how it happened and he mumbled something incoherent about football. He knits secretly, at a very high level apparently, and I’m fairly certain he has knitting induced repetitive strain but I let this slide. “But the weirdest thing happened this morning,” he exclaimed “I received an SMS from a sports injury clinic advertising their services”. It was of course a coincidence, these moments of serendipity happen to all of us once and a while. He usually would have disregarded the SMS and thought nothing more of it but it was relevant and unexpected.

If you work in media planning, part of what you try to do is maximize those moments. In truth it’s impossible to engineer by design isn’t it? Search advertising does of course fulfill this level of relevance to a great degree. It does not however deliver that magic moment of brand married to context that was completely unexpected in the same way the SMS was for my friend.Digital media has long promised to deliver this through the use of data driven targeting and the recent acquisition of MoPub by Twitter is significant on this front. You can read all about it here (Thanks to our resident mobile guru @NadimKhouri for sharing).

MoPub is one of the world’s largest mobile ad exchanges and I will assume you are aware of Twitter. The two make for ideal bedfellows. One facilitates the use of programmatic, data driven, real time buying of ads on mobile devices and the other is a product typically used across multiple devices. Twitter knows who you are, what you’ve tweeted, who you follow and what websites you‘ve visited. The marrying of the two could mean that coming soon to a neighborhood near you, a brand will be able to reach you at unexpected times, in unexpected places, across a variety of media devices, with a highly relevant message. The hurt wrist SMS moment engineered rather than a result of serendipity. The benefits to brands could be enormous allowing for high efficiency married with scale.

For campaigns with a hard KPI metric such as a sale or lead, search is currently king. Advances such as this could offer a perfect complement to performance marketing campaigns solely or heavily reliant on sometimes limited search query volumes. Moreover, If you are a brand reaching out to a consumer just before and during the search stage of the research process you stand to gain valuable market share from those only present during search. Those seemingly co-incidental but magical moments engineered to deliver tangible results.

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Christos Solomi
Executive Director - Programmatic at PROGRAMMATIC