target select segments. As old technologies are disrupted, new
ones are rising to take their place. The marketers who can embrace change can benefit from these new frontiers.
What are the three biggest no-nos for a
marketer using a multichannel, performance-
based strategy in 2017?
Peter Feinstein, Higher Power Marketing: 1) Don’t test. 2)
Don’t test. 3) Don’t test.
It’s kind of like real estate — location, location, location.
If you’re going out with a single message, and don’t ever test
against it, because you just “know” this is the one, you’re violating the most sacred rule in marketing, regardless of however
many channels you’re using. Within the mantra of “always test”
are offshoots that are equally important.
Greg Sarnow, Direct Response Academy: 1) Websites that
load slower than in a single second; 2) forgetting the cost-per-acquisition reality; and 3) thinking that TV is done and you better do everything on the web — that could be fatal.
Abusaleh: Marketers must treat each channel as a profit center
and as a unique campaign. Too often, marketers spend the majority of their marketing budgets on a TV creative, and then are
left with a lack of resources to optimize their digital platforms,
social media campaigns, and backend operations. All channels
need to optimized and aligned with the brand messaging.
Lee: 1) Never assume your consumer’s behavior; 2) limiting test
media budgets — you need a higher allocation of funds for statically significant results with multichannel tactics; and 3) misinterpreting your segmentation
With consumers gaining more control on how
marketers can and will reach them, what
are the most important items for a marketer
to consider when building a customer
Besasie: First, start with the fundamentals of marketing. Create
solid and differentiated brand positioning, ensure all marketing
messaging is rooted in a consumer insight that resonates with
the target audience, and develop a compelling value proposition.
Second, once the foundation is complete, ensure that the
creative executions are appropriate for each marketing communication channel. As an example, 30-second TV ads don’t play
well in a mobile video environment.
Garnett: It is more and more critical to have something important to say — and to say it clearly and well. This means DRTV
traditionalists need to cut back on the trappings of yell-and-sell.
And the corporate DRTV agencies need to walk away from
formulas. Formulas will not make products distinctive in this
It will also be more critical to be distinctive in what you say
and how you say it. For consumers to keep your brand/product
mentally available, it must stand out to them. This has always
been critical, but it becomes even more critical given that you’ll
have fewer opportunities to be in front of consumers to remind
them that your product is important.
Lyons: The three most important items: Who is the target consumer? What is the best mix of platforms to reach that target
consumer? How can you create an accurate measurement system
to track the performance of the model? This last part is often
lacking — even in seemingly sophisticated marketing machines.
Norris: With audience attention splintering across more touchpoints, understanding your consumer and where to reach them
is key to creating an impactful acquisition model.
What’s the top challenge marketers face
today in attributing sales (or leads, as it may
be) to specific marketing messages?
Garnett: One particular error I see is that;marketers forget that
statistical models almost always deliver numbers, and their
handlers usually will claim those numbers are “answers.” Yet,
too often the answers are invalid because not everyone running
models is dedicated to understanding the validity of their work.
This makes attribution services a “buyer beware” situation for
Lee: Capturing the media spent against the e-commerce sale.
Last click is not reliable and the model is changing for lead-gen
offers. True cross-device attribution is crucial.
Norris: Think back to the last time you dialed a 1-800 number
to buy a product immediately after seeing its ad. Consumer
behavior is changing, and old, industry-standard measurements
like tallying phone calls give an antiquated, incomplete look
at the impact of your efforts. Addressable advertising is an area
where direct response advertisers can update their measurement
approach and lengthen their attribution windows to match the
Stacey: What’s challenging is when marketers try to apply attribution models that are out of sync with the reality on the
ground. Some are still focusing on 800 numbers and website hits
when the consumer is buying through Facebook and Amazon.
So, in many areas, I see a major disconnect between what’s getting measured and where people are actually buying.
Combined digital ad spending has surpassed
TV ad spending. What three things are
most important for marketers to consider
when selecting the right media mix in this