"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research.
So many fascinating questions, trends and technologies to research, so little time!
Thankfully, I’ve now got some help. I’m pleased to announce that Lizzie Komar has joined the AdExchanger Research team as Associate Analyst.
Lizzie was most recently with Forrester Research, serving Marketing Leadership Professionals and focusing on best practices in search and email marketing. She also has research experience in digital media buying, advanced digital measurement, agencies, mobile advertising, and social marketing.
Needless to say, I’m thrilled to have her on board.
Consider for a moment one of your closest friends. Chances are this person knows a good deal about you – she has an idea of what you’re doing on a Tuesday or a Saturday night, knows what makes you happy, and understands what really ticks you off. You’ve let this person into your life for a reason and have established a meaningful exchange of information that (hopefully) serves to improve both of your lives.
The brands that consumers let into their lives are in turn the ones that know most about them – the consumer:brand friendship creates a virtuous cycle through which both parties stand to benefit. The more information exchanged, the better the experience for brand and consumer alike.
This is an exciting time to be in marketing – consumers can reach out to their “brand friends” any time of day - with the expectation of a response - while marketers are finally starting to understand how to create useful experiences that give consumers no choice but to let them into their day-to-day.
I don’t have to tell this audience how profoundly and rapidly this industry is changing; it’s all anyone’s talked about for the past five years. What I will say, however, is that there is an incredible amount of room to grow. I joined AdExchanger Research to help marketers understand what’s possible through the smart application of data and technology, and how exactly to get there. I can’t wait to navigate this shifting landscape with you and watch as your customer relationships become more meaningful.
-Joanna and Lizzie