Stop Telling Consumers About Things They Never Buy
Marketers need to look at the marketing mix models. Bonin Bough from the Oreo brand said at SXSW during a panel on demographics and targeting panel that the brand gets 2-times the effectiveness from TV spots when running TV and social ads together. Walgreen's Joe Magnacca said 30% of ad budgets go to waste because consumers never engage in the categories that get served to them. Marketers need to go from being single screen advertisers to multiple.