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Life used to be easy when it was all about the click. Now we have to understand how our behavioral campaign data blends with the brand studies and then we must understand the impact of our campaign in relation to brand building or brand deterioration.
Even though digital is touted as the most measurable media to date there are still challenges. Specifically challenges around who exactly saw your media, how many people saw it, and where were they when they viewed it.
When the panel was asked what the market will look like in the next 5 years - make your predictions we got the following:From the brand representative sitting on the panel - they had an ask. They asked to make things simple for your clients and provide new ways for us to attract new customers.
One panel member stated that things will get even more complex with new online channels continuing to emerge and shift the way we view and manage digital marketing.
One panelist even suggested that media buys would be made by machines that can analyze and determine the right mix.
Regardless of what happens over the next 5 years - one thing won't change and that is that marketing is both an art and a science and what we'll have to continue to do is push the creative to new limits and get even stronger behind the science - with the evolution of platforms and tools.
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