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The Darwin Approach to Digital Advertising: Adapt to the Environment
The document discusses the importance of adapting digital advertising strategies to the environment, highlighting that many marketers do not effectively use behavioral data. It emphasizes the need for relevant advertising throughout the customer journey rather than relying on a single large campaign. The approach suggests a focus on numerous small, adaptable campaigns that evolve with audience interactions.
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The Darwin Approach to Digital Advertising: Adapt to the Environment
- 1. The Darwin approachto digital advertising: Adapt to the environment.
- 2. Roger Hurni! Managing Partner/ChiefCreative Officer Off Madison Ave @RogerHurni
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- 5. 76% of marketingexecutives admit to not using behavioral data. 5 0 25 50 75 100 Not Using Behavioral Data Using Behavioral Data
- 6. 13% of marketerspushing segmented data and measuring results. 6 0 25 50 75 100 Using Segmented Data Not Using Segmented Data
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- 8. ! ! ! ! ! Getting a saleisn’t a digital ad strategy. 8
- 9. ! ! ! ! ! Create relevant advertisingcommunication throughout the entire customer engagement. 9
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- 13. 13 Talking! to friends Thinking! about atrip Researching Creating an itinerary In trip! planning Sharing an experience Adapting to changes
- 14. 14 Newspaper! Magazine! Local Sites! Out ofHome! Television! Social Media Search! Travel Niche! Behavioral! Social Media Arizona Guide! Advertorial! Sponsored Content OTA! Conquest! Search Email Nurture! Search! API Open Table! TripAdvisor! Travelzoo! Social Media Email! Forward! to a Friend! Banner Email Nurture! Search! TripAdvisor! Travelzoo! Social Media
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- 22. ! ! ! ! ! A digital adstrategy isn’t made up of one big campaign executed everywhere. 22
- 23. ! ! ! ! ! It’s lots ofsmall campaigns that change over time as audiences interact with them. 23
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