|My two cents? Programmatic advertising is one step up or down from my email box.|
I think if I ever pitched an airline account or ran an airline, I would make one simple rule.
I would make sure that all executives flew in coach. Not coach plus or coach executive. Plain, old-fashioned, no-legroom coach.
This wouldn’t be because I am a cheap sonofabitch. I would do this because it make sense to me for people—especially marketing people to have a good idea of the product they’re actually selling.
In fact, having people use the product they sell might be the only way most companies will ever improve a product.
Now, I turn my sights to professional marketing people. The people you’re likely spending 65-hours-a-week with.
Many of those people—people in our industry, are every day recommending programmatic advertising, programmatic banner ads. Let me ask you something: do you look at programmatic ads? Or do you regard them, like most sane people do, as craven, last-gasp attempts to reach people (to annoy people) via privacy-violating means.
All this crap feels very ‘no-leg-room’ seat to me. Something nobody likes but some fat-ass marketer optimizes his numbers by afflicting people with.
The idea that we can programmamatize people into seeing our ads, responding to our ads, to like our brand, is such convoluted thinking that it could only have been concocted in a conference room on multi-colored stickies.
Here’s how the business works today. The people who run agencies and marketing organizations are not creative people. Truth is, they don’t understand creative or creative people. And what these runners of agencies believe is this: nothing they don’t understand can be regarded as real and important. So something other than creative must be what motivates consumers—that they can understand. So that’s what we’re selling.
Just like we sold a million scams before this one.
In all my years of watching TV, reading newspapers and magazines, listening to the radio, tweeting or facebooking, I’ve never heard anyone say, ‘Wow! That ad was so well targeted.’
People respond to one thing: compelling creative. Something that makes you feel something. God forbid, laugh.
99% of the targeted ads I get miss the target, have misinformation about me, or just plain miss.
Anyone who tells you elsewise is blowing smoke.
BTW, speaking of blowing smoke, here’s some actual web copy from a leading programmatic advertiser. These people are telling us they know how to reach people. Yet their words are so devoid of life and meaning, they are hardly human. These are the people we are supposed to trust our brands to.
Our creative, marketing and document solutions empower everyone — from emerging artists to global brands — to bring digital creations to life and deliver them to the right person at the right moment for the best results.
(When was the last time you got an ad when you wanted one? Have you ever wanted one?)
Get to know old customers. And find new ones.
(Have you ever felt “known” by a brand? Have you ever gotten a personal offer?)
Reach your customers on every channel.