We are in the space age of marketing, surrounded not only by new opportunities but also changes that necessitate some adaptation, according to Kevin Tan, CEO of global audience data provider Eyeota.
This is exemplified by programmatic, with its impressive scope and ability to place the individual at the centre of marketing. It is a needed response to the shift that has occurred with the rise of social media. While making a brand famous was once the key to a strong and growing a customer base, it is no longer as effective in today's multi-screen, multi-device, multi-platform world in which consumers - not advertisers - call the shots.
Programmatic allows companies to deliver their message to very specific target groups, but automatic success cannot be guaranteed. Anchoring people's attention is near impossible with the inundation of brands and messages from every side. The analytics can seem promising - 3 million YouTube views, 7k Facebook post likes, 12k retweets - but these merely represent a fleeting moment of attention given before a person moves on to something else. Companies must not mistake such numbers as indicators of lasting impressions or true engagement; the kind that develop meaningful relationships that sustain an upwards sales trajectory.