‘Going beyond ‘right consumer, right time, right place’’ – Martech Today
Phil Schraeder says, ““The right consumer at the right time at the right place.”
That familiar mantra is exactly what marketers should be aiming for… right?
Yes, of course, in a broad sense. But in an ever-evolving advertising landscape increasingly dominated by programmatic, the “three rights” are overly simplistic. Arguably dangerously simplistic, particularly in a mobile-first advertising environment.
Let’s break it down:
Who’s the right consumer?
Consider how marketers are reaching — or not reaching — “the right consumer” circa 2016. What was, in the cookie-centric desktop ecosystem, relatively straightforward, can quickly go haywire in a cross-platform universe, because cookies are pretty nonexistent in the mobile environment, and cross-device tracking remains, for many marketers, a pipe dream.
Over the summer, GumGum (disclosure: my employer) conducted a mobile-focused survey of 300 advertising agency reps for a wide variety of brands. Just one in five said that they’re currently focusing on cross-device targeting”.
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