Walk, Crawl, Run and Then Run Faster
Creating this vision to optimize media and marketing will be a recurring, real-time and integrated component of all advertising. The objective is to develop capabilities that enable brands to reach and engage high-value customers and prospects and develop rich analytic models and insights to serve them relevant, engaging and personalized experiences.
To accomplish this, marketers need to connect their marketing systems across the range of products and customer engagement channels so that when it matters most, when you have to optimize the next customer experience, you’ve made the right media investment decision. Simultaneously, marketers must optimize their marketing return on investment to fulfill this vision of high performance marketing and advertising in our digitally connected world.
This must be done while balancing customer demands and organization goals. Throughout the journey, you’ll identify ways to reallocate budget from less profitable audiences and media channels to other, more profitable ones as you measure and refine your tactics.