"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Shiv Gupta, founder at U of Digital.
Marketers eventually get tired of being fed BS by their partners, and start to BS back.
Time and time again, vendors have been caught with their pants down (figuratively, usually), partaking in nefarious activity that abuses their partnerships with marketers. That has left marketers fearful that ad tech vendors will use their information to benefit competitors, game metrics, and/or gain the upper hand in negotiations, among other concerns.
But they respond to these fears by dishing out BS of their own. We can all agree that this isn’t a great way to do business. Partnerships built on trust and transparency usually ensure that all sides benefit.
Marketers should be more self-aware about cutting down the BS where it’s not needed. But the onus is also on sellers to help them overcome their trust issues. Here are some situations where marketers may BS, and how to navigate them!
Falsifying partner mix, pricing, or business goals
It’s not uncommon for marketers to mislead about the size of their budgets, give artificially aggressive (and unrealistic) performance targets, and/or price points. Sometimes, they conveniently forget to mention to a vendor that they’re also working with its biggest competitors.
Marketers may feel that these misdirection tactics put them in a better negotiating position, but if sellers know exactly what and who they’re up against, they theoretically can better help marketers understand how they will add value.
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