• by Gavin O'Malley , Staff Writer @mp_gavin, February 26, 2009

Behavioral marketers, take a step back and reframe your success. That’s the word from Anne Hunter, Vice President, Strategic Insights, Platform-A, who’s giving OMMA attendees a few pointers over lunch.

Equally important, don’t make clients feel dumb. Otherwise, Hunter warns, they’re likely to revert back to trusted channels, and TV in particular.

Also, don’t over promise! Scale gets marketers more excited than anything, said Hunter, but they’re then turned off when behavioral technology providers can’t deliver. Together, clients and providers need to reevaluate “the size of target and size of buy,” Hunter said.

For vendors, it's extremely important to provide as much information as possible, and encourage clients to go back and verify data to their hearts' content.