- Mobile Devices Become Personal Media and Sharing Devices
- Marketing Starts to Take Data Seriously
- There's an API for That
- Social Media Teaches Us Marketing
This chapter is from the book
This chapter is from the book
This chapter is from the book
Social Media Teaches Us Marketing
Brands have been inspired by the way Facebook and Twitter have been able to offer them ad products with very fine-grained targeting and real-time messaging capabilities. Today, within a few minutes, a brand can think up a message or creative idea it wants to communicate to a very specific audience and have it sent to that audience within minutes. The question many brands are rightfully asking is “Why can’t I do this across all my media?” For various reasons, including especially the limited types of ad formats offered by social media platforms, brands want to use those same techniques of micro-messaging and real-time marketing across their display advertising.
Marketers are also realizing that the traditional path to purchase has changed significantly due to the impact of social media and mobile devices. Now consumers can make purchase decisions in real time without following the traditional paths to purchase. This means brands also have to be able to be in that purchase path in real time with something to say or offer that will tilt the purchase decision in their direction.
A lot of the key ingredients are in place to make personalized advertising a reality, so what’s missing? As in any other emerging area in digital advertising, there’s a lot of confusing terminology and technologies, as well as a lack of APIs and standards for how data, content, and ad serving platforms come together to make it all happen. This is all changing as we speak, and it is already evident that marketers are taking this opportunity head on and collaborating with technologists to make their desires reality.
This book examines the rationale, opportunity, process, and technology involved in personalizing advertising. I am hopeful that it will be a handy reference to marketers and technologists for personalizing interactions with customers. As you will see in the examples in the book and anecdotes from some industry leaders, personalized advertising is already well on its way to reinventing how we market.