It is hard not to be impressed by the LUMAscape, both in terms of its growth rate and the level of innovation it represents. Consider this: in 2011, LUMAscape had only 150 unique businesses, up from 7,000 in 2018. And it's not just a question of vendors throwing their hats into the ring to take advantage of a hunting industry. water; These are companies at the forefront of Big Data technologies, AI, machine learning and programmatic technologies.
Clearly, this innovation has been a boon to marketers and publishers, and yet, in to a large extent, it is only an applause, the entire LUMAscape ecosystem being focused on marketing operations and execution. People who buy media have a lot of technology and data, but what about marketing strategists who are responsible for character creation, campaign idealization, and targeting? They have nothing to do with the level of tools the marketing orchestration team enjoys.
The marketing strategy is always created using ancient methodologies (in our field, it is fair to consider them as old). In the 1950s, strategists relied on demographics to create personalities because they were both widely available and reliable. If women aged 25 to 50 bought this product from this brand, other women with similar demographics may exhibit the same behavior. The personas were reinforced by psycho-demographic data, developed with the help of consumer surveys.
And to be fair, these personas gave good results because there were few channels to reach consumers. If a family vacation brand wants to reach every American family, it can do so reliably by buying a 30-second spot on Mutual of Omaha's Wild Kingdom on Sunday night. The scope outweighed the relevance.
Today, the world is like nothing. We now live in a world where there are endless ways to reach a consumer, through the explosion of digital and social, and the myriad of ways people can consume content. However, the strategy still relies mainly on demographic and psycho-demographic data.
Both sides of marketing operating in very different worlds, a gap between strategy and execution is inevitable. When the media buying team receives a marketing brief, the first thing to do is to interpret the marketing objectives. With only segments based on generic behavior and demographics, they must convert the characters into actual segments that they can target in the complex execution ecosystem. It was not so long ago, I discussed with the marketing manager of a big brand. He said his team had received a 150-page report on their ideal "buyer personalities", which did not match any under-rated audience segment. So she had to try to "translate" these meetings into targetable segments based on their media buying platforms.
Is it any wonder that digital campaigns, designed to reach and engage consumers with ads of unprecedented creativity, do not meet expectations? The process is interrupted and it is neither the fault of the strategy team nor that of the execution. The problem is that machine learning and artificial intelligence are applied to the execution of marketing, but do not meet the needs of the marketing strategist. Marketing strategists need the same level of audience segmentation and knowledge that the marketing execution team has.
Until the strategy catches up, the inherent power of the ecosystem of execution, represented by LUMAscape, will be insufficient. used. This will remain the equivalent of an applause from one hand.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Tim Burke is CEO of Affinio, the marketing strategy platform that exploits the interest graph to understand today's consumers. With more than 12 years of experience in building businesses and developing technologies to solve some of the world's toughest problems, Tim co-founded Affinio to tap the billions of network connections that exist in the world. within a target group, in order to shed light on which segment of the audience is and what interests them the most. Tim, along with co-founder Stephen Hankinson, had previously developed and successfully marketed tether.com, the most commercially successful application, with more than 300,000 paid users worldwide. From 2007 to 2013, Tim founded and led 26ones Inc. (formerly Quark Engineering and Development Inc.), an IP product development engine. From 2000 to 2007, Tim held positions in engineering / design research and development with Skillz Systems Inc., Design Innovation Lab (Dalhousie University), Heidelberg and Creare. Tim holds a Bachelor of Engineering (Mechanical) from TUNS and a Master of Engineering (Mechanical) from Carleton University.