Founder at Direction Marketing et Publicité.com
Website address: http://www.marketingandadvertisingdirection.com/
Each week on “AdTastic,” our host interviews advertising and media experts across the country. This week, our host speaks with Dave Mountain of Marketing and Advertising Direction.com. Learn more at http://www.marketingandadvertisingdirection.com/
What is the biggest change in marketing you see coming in the next 2 years?
It’s a competition between new technologies (5G, CTV), new rules (privacy, end of third-party cookies, antitrust for Big Tech) and larger societal concerns (pandemic, recovery after it, impacts of the climate change). The only thing I would bet the house on is that the rate of change is not going to slow down.
What advice would you give when it comes to digital marketing?
Embrace nuance and avoid single KPI (key performance indicator) initiatives. Solving a problem without having visibility into other factors (simple example: higher ad response without considering conversion rates or lifetime value) is not the value your customers deserve.
What have you learned in your career by making a mistake?
This is actually covered in a series of posts on our site, but the one that stuck with me the longest was a misprint on a blown postcard. It wasn’t a big deal (a phone number was off by one digit in one of three places, we were able to acquire that number from its holder commercially), and the blame was shared by many people (several designers, many managers, the owner of the company – we had all signed, and we all missed it).
The reason we missed it? The creative back and forth had gone on too long and people had mentally checked for stylistic nitpicking.
Lesson? Walk away from the rooms you don’t pay enough attention to and come back to them with fresh eyes. Don’t do your QA the same way every time. And consider everything that comes out as a grenade. Check the pins. 🙂