Author Archives: Sean Cotton
How True Media Protects Client Interests Against Fraudulent Technology
A recent discovery by Web analytics company spider.io gave credence to the cautious approach toward programmatic, exchange-based advertising by savvy marketers who have been suspicious of fraud in the digital advertising ecosystem. This article also likely caused a little alarm among advertisers who have implemented these types of digital campaigns. As an agency that strives to stay on the cutting-edge of advertising tactics, True Media has utilized programmatic buying for their clients for some time now. I thought this would be a good time to address what we as stewards of our clients’ ad dollars do to protect their campaigns against ad fraud.
Malcom Gladwell series
The Tipping Point, Blink and Outliers – 3 books that I regularly reference and recommend to our staff. There are some real-world applications here that you can use every day as a marketer.
The Tipping Point: This book provides an insightful perspective on what factors help create epidemics. In most every epidemic or contagious event there is a ‘tipping point’ that is reached when a behavior or activity goes from being shared by a few to being adopted by the many. This ‘tipping point’ is the result of the persuasion of influentials (Mavens, Connectors and Salesmen), ‘sticky’ content and environment.
Google’s recent acquisition of Motorola could have a dramatic effect on the way we use our mobile devices. There are many theories as to why Google took this plunge and what will come of it. Here are a few of them:
“Most see the acquisition as Google’s effort to gain control over the hardware platform for Android phones, and to obtain a new war-chest of patents.”- Huffington Post Tech
“Besides an impressive patent portfolio, Motorola will give Google greater control over the future of the mobile Web.” – technologyreview.com
Our Interactive Director Sean Cotton, as well as our Media Director Chris Evans, just returned from sunny Arizona and the iMedia conference. Here is Sean’s take on what he learned, while not laying out at the beach in 88 degree weather. In December. While his coworkers suffered through ice storms back home in Missouri. Poor guy.
Let’s begin this post by defining what it means to advertise at scale. Basically the advertiser is able to run a campaign that maximizes their budget by delivering profitable returns across all media placements. Here are a couple of examples that highlight the challenges of advertising at scale.
In interactive marketing circles, most are aware of the raging debate over online targeting. However the general public and most advertisers appear to be unconcerned, even oblivious, to the controversy. Advertisers who use online targeting in their marketing strategies need to understand how this technology works to make their advertising more relevant and understand the best practices to use in order to protect their brand from backlash over privacy concerns.
When discussing media strategies I have found that some view interactive marketing as synonymous with internet marketing. To help distinguish the two terms, it is helpful to consider the definition provided by Wikipedia for Interactive Marketing:
“Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. The definition of interactive marketing comes from John Deighton at Harvard, who says interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us (Deighton 1996).”