• Cross-Channel Marketing? First, Define "Useful"
    Cross channel marketing may be a misnomer.Speaking at MediaPost’s Cross-Channel Marketing Insider Summit, Ben Gaddis, chief innovation officer of T3, says it is not about “channels” but about “experiences. “That is what consumers are looking for,” he says. Gaddis adds consumers are not all forgiving about this: “They don’t care if you can’t figure it out.” Consumers have even higher expectations from marketers than ever before, he says. Marketers should just make sure their products are “useful” and then “get out of the way.” Gaddis' agency then decided to define the word “useful.” ...
  • Where The Best Planned Ads Go Wrong
    In the social world we're living in today, the best algorithms can't help brands that fail to monitor the context in which they're ads are being served. "If something [negative] happens in a social channel, your best ad could turn into an absolute nightmare," said Amy Bartle, Director of Media & Digital Marketing at La Quinta Inns & Suites. Across social channels, consumers want to be able to reach out and get an "immediate response," Bartle told attendees of MediaPost's Cross-Channel Marketing Insider Summit, on Thursday. A tone-deaf ad is the best way to make a bad situation worse. Put ...
  • The Patchwork Of Programmatic Law
    What is programmatic law? "It's a patchwork," according to Gary Kibel, Partner at the law firm of Davis & Gilbert. "A lot of it is contractual," Kibel told attendees of MediaPost's Programmatic Insider Summit, on Monday. Also, "The federal trade commission is very involved in this [space]," Kibel notes. On the bright side, Kibel believes the FTC is "coming around." Yes, "They are learning," and the reality that data is now coming from a slew of sources is finally dawning on the government agency. Oh, and remember that when it comes to the various laws that have been proposed, definitions ...