Innovation Lessons from 4 Millennial Marketers

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    Young marketers from the Boston Museum of Fine Arts , Kiip , Adobe, and Retention Science share stories about promoting digital marketing with us.

    Digital innovations to a lesser extent can be characterized by the moment of a “light bulb” [1], and by a much more correction of ineffective actions and improvement of fundamental abilities, such as technologies and databases, to create a better consumer experience. This is precisely the conclusion that four experts made at the Adobe Summit this year in discussions about how they contribute to their digital advertising organizations.
    Senior Direct Marketing Manager at the Boston Museum of Fine Arts, Rebecca Sisson,says that when she started her work five years ago, the company did not carry out any email activity and did not work on social networks. Her main task was based on what needs to be done from scratch in order to integrate the capabilities of digital technology into the art museum.
    “The first task we completed was not exciting: we just built a database,” Rebecca reports. “We needed to collect all this fragmented information in different systems such as buying tickets, paying for food and parking, which, plus everything, had little in common, and organizing one single information space.”

    Instead of investing in high-tech products for immediate interaction with the audience, such as iPads, Sisson believes that it was more important to build a solid base.
    The pressure exerted on the marketing team, which was to make changes and engage the consumer, could not be satisfied without making the first investment in creating the database.
    “We could not start with a grand and brilliant ball in the first minute; we needed to build the foundation first, ”adds Rebecca.


    Adobe's operations and analytics manager for display advertising, Matt Scharf, said that the primary goal of working with digital advertising in the Iceberg project was to cope with inefficiencies around visualization.
    “The concept of a light bulb appearing above your head is incorrect. Much more light when you begin your journey with a winding and ornate trail that opens new standards and leads to innovation, ”says Matt. “For me, there is no direct path between creating an idea and actually introducing innovations.”

    “While associations and the industry are focused on increasing views and creating standards for assessment, the unspoken problem remains that marketers are still investing in ads that will never be seen by the end user,” Sharf said.

    “The iceberg was the project that was supposed to isolate all the unnecessary ads at the cookie level, diving deep under the water to exclude ads that would never be seen, and push the one that has a chance to influence the consumer positively,” Matt explains.


    Brian Wong, founder and head of Kiip, a mobile advertising startup, said his mobile marketing company started up to determine when to reach the consumer. The idea was that initially the company was focused on games, but then quickly expanded to fitness, finance and professional content.
    According to Brian, the time has come for evolution when you can use technology not only to understand at what moments it is easier to reach new customers, but right now we can begin to build closer and more trusting relationships with our customers.
    And what’s important is that, discovered through experimentation, knowledge allows us to look at the relationship of the advertiser-consumer in a slightly different way, introducing more and more new ways to reach the buyer, for example, offering you advertising when you call at a gas station using the Internet .

    Jerry Jao, head and co-founder of retention science marketing consultancy, says many brands lack consumer communication. And the innovation of his company is how you can be closer to the consumer.
    One-on-one travel is what our industry is talking about. A little later, we see who we came into contact with and what products and services they use. All these “moments of truth" or little signals that make us study consumer behavior. We watch people and then create innovations and bring creativity around it. Our innovation is not creating innovation, but following the consumer, ”says Jao.


    [1] Light bulb - in this text it means the moment a new idea appears, which is often illustrated as a light bulb above your head. BYYD • Mobile Advertising Platform




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