Target Marketing spoke with Brian Byer, VP Business Development of Blue Fountain Media, a New York-based digital agency focused on growing brands online.
What makes you famous?
Our award-winning strategy, design and marketing work for clients as diverse as The Girl Scouts to Howard Stern. We work with middle-market companies to Fortune 500 enterprises; we have also been involved in the success of many venture-funded start-ups. Our blog has over 50,000 subscribers and is a tremendous resource for interactive marketing thought leadership.
What are the most important trends you see in interactive advertising today?
There is a tidal wave of traffic moving from desktop to mobile. Marketers must ensure their user experience on mobile and tablet is as elegant as the experience built for desktop.
We are also seeing great demand for personalized content based on user segmentation within the platforms we are building. More and more, our clients are demanding the ability to serve dynamic content based on either internal or external user profile data.
These personalized experiences, whether driven by content or device, will be the future of Web technology and interactive advertising.
What’s been your biggest hit of the past year?
LiveOnNY is a nonprofit organization dedicated to the recovery of organs and tissue for transplant in the Greater New York metro area. With the help of Blue Fountain Media, the client underwent a renaming from NY Organ Donor Network, and Blue Fountain Media partnered with Young and Rubicam to launch the digital hub for the “Long Live NY” campaign. They currently have almost 3.7 million registered donors.
What’s your most important takeaway for marketers?
Our results-driven culture demands our focus be based on increasing conversions, leads and other essential business metrics for our clients. As marketers, it’s extremely important to let strategy and science drive creative decisions. In order to be a successful marketer, it’s imperative that you let numbers drive your decisions, not the client’s desire to make their new website purple!