• Chris DeMartine

Have you ever launched a digital ad campaign and gotten more clicks reported from your DSP in the first 24 hours than for the following week? Have you ever run a B2B prospect email campaign that reported a click-through rate that was higher than the open rate?


There is no need to be concerned, becuase most of these automated actions are approval and verification processes intended to protect publishers and audiences. Nevertheless, there are plenty of other 'Bots' or non-human traffic (NHT) that can and will artificially inflate digital marketing campaign results. There are tools available to help advertisers detect fraud, but the most efficient way for most of us to handle it is to rely on our marketing technology and marketing services providers.


Programmatic B2B relies on our DSP partners to do this for us, and while there are still some 'good bots' being reported, we are able to accurately report campaign performance net of testing and supply-side approvals. But this alone falls short for direct response marketers who really want to know who their messages are 'talking to'. For this reason, we propose that the first step is always to start with real people. A great example of this is how one of our partners (video below) leverages massive epostal and mobile databases to construct audiences for cross-channel and cross-device targeting.


An opt-in database of real people is the best immune system and a powerfull asset for 'AntiBotic' Digital Marketing. When performance is measured against control and sales are matched at the individual level, it's much easier to validate real engagement and digital marketing efficacy.

  • Chris DeMartine

There are five problems with data-driven marketing as it exists today. They may be obvious, but consumers are still adversely affected. Take a couple minutes to think like a consumer and not like a marketer, then consider how wonderful the world would be if we truly embrace the following concept:

Whether or not you agree, the following hypothesis has been tested seven times by multiple Fortune 100 brands:

Hypothesis: ROAS improves when consumers guide the advertising process.

The testing is over, at least for one of the largest global brands. After multiple campaign applications, the results are clear. While a hypothesis by definition can never be 'proven', this one is yet to be disproven. Every time it was tested, the outcome was a significant savings from increased return on ad spend (ROAS). Equally important were the positive implications for brand and customer loyalty.


The future of advertising is bright and consumers need not have a target on their backs. Will consumer-guided advertising supersede data-driven marketing as it exists today? Well, it already has for leading global brands -- and the reality is that big data will only make it peform better.


Twenty-Ten is putting consumers first in the advertising process and that's a very good thing.

  • Chris DeMartine

Updated: Aug 5, 2019

Here's what we got when I handed my daughter a pencil and blank sheet of paper and asked her to contribute some creative assets for Programmatic B2B. Pretty impressive for a recent graduate of Barlow Mountain Elementary School (BMES). Most interesting is the fact that I never brought up the meaning or concept of a CTA (Call-To-Action), yet this ad page is covered with them.


The images are appropriate as well. Consider the creative combinations of goat and switch with man plus machine. And if you are wondering about the goat IQ, then consider this. Goats are not just cute and somewhat comical, but also surprisingly intelligent, new research finds according to Smithsonian.

These furry, hoofed eating machines appear more sheep- or mini-cow-like in their demeanor, but their IQs likely put even the most astute steer to shame, the researchers—real men and women who stare at goats—found.

Source: https://www.smithsonianmag.com/science-nature/never-underestimate-goat-not-stupid-looks-180950265

 
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