Primetime All the Time

  |  July 18, 2013   |  Comments

How data, device, and detection will revolutionize your community.

There is little doubt mobile marketing will become the dominate platform to reach and engage customers in the future. In fact, research from Google, Ipsos, and Sterling brands shows that our time online is spread between four primary media devices - smartphones, tablets, PCs/laptops, and TV. In addition, and not surprisingly, there is a growing trend among U.S. consumers to use a combination of devices to consume digital content.


Source: "The New Multi-screen World" (Google, Ipsos, and Sterling)

As usage on mobile continues to grow, so does the attitude of the "perpetually connected" consumer who is using multiple screens throughout the day. According to Forrester Research, today's perpetually connected consumer "expect[s] that any desired information or service is available, on any appropriate device, in context, at their moment of need." For marketers, the implications are clear - talking to today's consumer requires new thinking and a significant investment in marketing technology. In fact, traditional views around engagement and media buys have been shattered.

Those in the mobile marketing space will be forced to rethink how, when, and where to reach and engage their consumers and communities. Primetime, traditionally the best time to reach a large captive audience, will become anytime and it will vary by individual and device. Success, in large part, will be dependent on some key factors, including a brand's ability to:

  1. Understand the individual
  2. Gather and understand device usage, preferences, and online/offline activity
  3. Target and orchestrate relevant messaging to the individual across devices and media

To do that effectively, brands will need to invest heavily in data, device detection and tracking (location/cookies/IDFA), and cross-channel management tools.

In fact, gathering device, location, and IDFA (identifier for advertisers) data will rise in prominence and become a critical component of a "primetime all the time" approach. Tying this data to the customer record along with profile, offline, web, and social data will be essential. Marketers will eventually have to become experts at listening to the persistent location signal and automating or triggering relevant multi-channel communications and ads based on an individual's behaviors, interests, location, and/or expressed preferences.

To do that effectively, big investments will need to be made. Investments in database systems (think big data), analytics (think business intelligence tools), and multi-channel marketing automation tools will be required. Additionally, preference management and control will take center stage to assure great customer experiences are managed to the customer's expectations. Finally, while data and analysis will rise in prominence, brands will need to create new cross-channel teams focused on one goal - optimizing each and every interaction.

Relationship marketing is evolving and mobile will undoubtedly be key due to consumers' increasing usage and expectations. As a result, now, more than ever, brands will need to consider and plan for how best to use data, device, and detection to build engaging and effective customer and community interaction.

Till next time,



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Michael Della Penna

Michael Della Penna is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael was the senior vice president of Emerging Channels at Responsys. His responsibilities included spearheading the overall strategic direction, partnerships, and solution offering across key emerging channels including social, mobile, and display for the company. Prior to Responsys, Michael founded SuiteDialog and Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social web. Conversa Marketing, was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.

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