Stacey: Hockey great Wayne Gretzky once said, “Don’t skate to
where the puck is. Skate to where it’s going to be.” Service providers and agencies need to stay ahead of the curve and change
their businesses along with the changing marketplace.
How will the expansion of mobile marketing
— perhaps even more importantly, mobile
response and purchasing — affect marketers
Feinstein: Mobile will prove itself in 2018 — beyond the tipping point — as the preeminent response vehicle; purchasing
from mobile will continue to lag, but will continue to grow,
likely beyond most predictions. We’ll bear witness to mobile
purchase growth for many years to come. Millennials are already
deeply entrenched in the process. It’s the generation behind
them, and today’s kids, who will use mobile as their primary
means of making purchases.
Koeppel: Time spent on mobile devices will continue to increase. In fact, eMarketer forecasts that the amount of time spent
on a mobile device in 2018 will, in hours and minutes, average
3: 23 per day! To put that in perspective, five years ago (in 2012)
that number was 2: 15. That means marketers will need to put
more emphasis on how they deliver content on smartphones,
as well as how nimbly they can execute transactions, because
mobile will continue to make up a larger share of their online
Lee: Mobile marketing will continue to bring revenue, as well
as messaging by mobile response data capture and cross-device
Sarnow: Greater bandwidth makes video more accessible to
everyone. The first important impact of that greater bandwidth
is mobile. Marketers better learn quickly how to load rich media
fast. Otherwise, your keyword impact will be reduced.
With the change in presidential
administrations shifting regulatory and
Congressional priorities, what will be the
most crucial topics in regulation for marketers
during the next 12-18 months?
Besasie: Media consolidation is creating mega-companies. How
that will affect the market is still unclear, but the amount of data
that some of these companies are able to compile could offer better consumer insights and more options for addressable media.
Feinstein: Privacy: it engulfs most conversations I have with
friends and business colleagues. Most people have no idea how
deeply analyzed their online activities are, nor do they compre-
hend how machine learning and true AI are taking hold of how
they are tracked and advertised to on a moment-by-moment
basis everyday. As agencies, we’d better be prepared to call on
our vendors to keep themselves clean of retaining data that isn’t
theirs to own, and worse, reselling data that doesn’t belong to
them. These kinds of actions push liability down to the brand
Koeppel: Again, it’s net neutrality. If it goes away, it will have
an incalculable impact on how marketers do business. However,
with recent news that President Trump will be nominating
Democrat and net neutrality supporter Jessica Rosenworcel to
the FCC, the notion that the demise of net neutrality is a fait accompli may be a rush to judgment.
Stacey: Today’s regulatory environment requires marketers to
ensure they are compliant in every area of their business and to
work with outside professionals accordingly.
Given the current state of the industry, what
would you change to ensure its continued
health and growth?
Feinstein: In seeming lockstep with ad-tech advances that are
beyond our ability to manage their consequences, I’ve seen the
infestation of a real Wild-West attitude toward business. If I
didn’t know any better, and sometimes I wonder about what I
know, I’d say there are more, bigger companies that are driven
by the mantra, “We can, so we will” — instead of giving thought
to how what they will do will affect others. I’d seek to change
people’s minds about how they apply rules of business — moving
back to “commerce with a conscience” and taking a stewardship
approach to business. It’s so much more powerful to be of service,
than to just be beholden to the weakening dollar.
Lee: Venture capitalists (VCs) and investment bankers need
to be educated on performance-based marketing to understand the power of the call-to-action, which will then allow
for more money to be put into our industry for acquisition,
mergers, and growth.
McAlister: Respect inventors’ patents. Knock off the knock-offs!
Norris: Historically, direct response advertisers have been
the first to dive into new advertising spaces. I’d challenge
them to keep pressing their position as the ad world’s pioneers and risk takers. As consumer behavior shifts, direct response advertisers must continually rethink the conventional
knowledge that dictates how they reach their audience and
measure their efforts. ;
For the complete and unabridged answers to these questions from our
esteemed Advisory Board, find the September issue online now at