Three primary challenges that we are going to address in digital marketing.How do I spend and optimize ad dollars? - Over $100B will be spent on digital advertising in 2012. This will be spread across search, display, video, social, mobile, email, games, and others. Understanding how each channel performs, so you can decide which ones do I spend more money on, which ones do I stop, which creatives work best in which channels, does local advertising work, which offers do my Facebook fans respond to, etc.How do I sell my ads across digital channels? – approximately half of that $100B will be paid to publishers who are selling ads on their properties. These publishers need to understand who their audience is, how much ad inventory they have, and be able to maximize the CPMs they charge advertisers.How do I dynamically deliver personal experience? – The future of the web is personal. Consumers want a digital experience that is customized to them and is available on any channel they choose. The future of the internet experience is that the content I see on any given website is not the same as what someone else sees – it’s dynamically created based on my history, preferences and my social graph. Content, offers, navigation are all dynamically assembled at runtime.These three opportunities revolve around data, content and delivery. Data, content and delivery are the basis for delivering the next generation digital experience – content is dynamically assembled and delivered based on the consumers’ personal profile and the channel they are interacting with.I want to elaborate on each of these three opportunities.
