Susan O'NealMember since March 2018Contact Susan
Prior to founding Dabbl, the first-ever attention marketplace powered by consumers, Susan spent 20 years in the fields of consumer research, branding, targeted marketing, promotions, loyalty and digital consumer engagement as a Consumer Analyst, B2B Marketer and Business Strategist and General Manager at companies including Grey Worldwide and Catalina Marketing. While her professional experience helped her understand what companies need to thrive, it was her experience as an everyday consumer, specifically a single working mother of three young children, that inspired her to find a better way for brands and consumers to collaborate together to create value. “We have to interact with consumers as partners, as peers, and Dabbl is the only place currently where as a marketer you can do that, and consumers respond honestly and enthusiastically.”
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- A New Story: Reinvent Digital Marketing For The New Consumer Relationship in
Marketing Insider on
We've all seen this play out in life: There's the popular, interesting friend-the reason everyone comes to the party-and the sidekick, the one everyone tolerates because they pick up the tab. This is also the story of media. Media companies (and social media platforms) are the cool friends who attract the audience. Brands pick up the tab in order to be included in that experience.
Comments by Susan All comments by Susan
- Startup Pays Consumers To Look At Ads, Finds Supply Outstrips Demand
Jonathan, your fears are not at all uncommon, and u checked they are making our industry worse - furthering the alienation of consumer and brand. In order to turn around the current state of affairs we brand marketers are going to have the trust the people whose trust our marketing dollar is supposed to be earning. Because of the way modern advertising evolved, lots of people believe that buying Sally’s attention from Google delivers more authentic attention than if they were to buy it directly from Sally herself. What does that tell you about how we think of Sally? What do your own comments say you believe about your own consumer? They say you don’t think she is trustworthy. In reality, the consumer is the most trustworthy person in the whole media supply chain - especially if you make the process of engaging simple and easy and not at all “gimmicky” (in other words, completely transparent). Further, if you allow for authentic responses within your experience - that’s what you will get. If after spending 30 seconds with your brand message, you allow the consumer to tell you they’re not interested - they will. Finally, it does have to work for the advertiser - the transparency goes both ways in a marketplace or an exchange. We bring as much transparency to the advertiser as we can so they can know 1) who is the consumer they are transacting with 2) what effect did the experience have on the consumers feelings about the brand, the message, their purchase intent 3) what did the consumer actually do after the experience (beyond self-reported data). As for fraud, there are many things we do to ensure we don’t have bots instead if buyers. First, we don’t pay cash - we pay in gift cards. A fraudulent minded person (or bot) would have to go to a lot of extra trouble to realize value for their efforts. Second, the engagements the comprise an experience are viewable by the advertiser in real time as it is live. It’s much easier to fake impressions and clicks, than conversations. Finally, the registration process itself would require a bit or fraudster to go through a lot of effort to perpetuate fraud across multiple devices. Again, much easier to fake web or mobile web impressions and clicks. I hope this helps open you mind to the possibilities behind the value of partnering with consumers. For sure we don’t have all the answers, but we are committed to finding them and figuring it out for the good of all of us who love both the art and the Science if marketing and advertising.