Last Tuesday, I had the opportunity to represent Selligent at a tech innovation panel at the Data Magnified event in San Francisco that was focused on “The Ultimate Collision: Marketing Tech & Ad Tech.” Moderated by James Green, CEO of Magnetic, it was a lively discussion about data with fellow panelists Duncan McCall, CEO of PlaceIQ; David Smith, Founder and CEO of Mediasmith; and Clarence Kam, VP at DoubleVerify.
Our conversation started with one of the key data challenges facing marketers: the need to build identity via data gathering across the customer lifecycle. The discussion then covered the range of identity, from anonymous web visitors to email subscribers and customers.
Here are some of the topics we tackled:
- Facebook and Google for the Win? Generally, the panel concurred that there’s a place and time for Facebook and Google in the marketing plan. However, before investing the lion’s share of dollars there, think about business objectives and how to best accomplish them. And, measure the impact to keep your programs fresh, since there will be diminishing returns if the same approach is used over time.
- Data Sharing Co-ops? This is an area to watch, with privacy concerns being a major factor. It could be some time before marketers can harness this type of shared data to drive stronger personalization. Bookmark this for now.
- Creepy Concerns? The panel was asked about mitigating the creepy factor across communication touch points. It can be a tough challenge to provide relevant personalization without crossing over the “they know too much” line in marketing. I asserted that the key here is delivering value. Think about Uber and other brands that you share a lot of information with. The reason you're comfortable doing so is because they use the data to deliver incredible value. If the value is there, consumers won’t question or view the experience as creepy, but it’s a fine line.
In the end, having a team that thinks beyond silos to focus on consumer-first strategies is the first step. These strategies will drive various tactics, and data will be the inevitable element to deliver personalized experiences across the lifecycle of any brand.
At Selligent, we love meeting up with other marketers and keeping up with the topics and issues facing digital marketing. We hope to see you at another industry event soon!