Target Buyers with Data and Convert Them with Creative
This article in iMedia Connection, explains why B2B marketers must build better creative.
It’s hard to say when it happened, but what we used to call advertising is now simply known as ad tech — emphasis on tech. Media buying, which is the pulsing heart of ad tech, is closing in on $60 billion dollars a year. That’s great news for advertisers who are reaching their targets with greater efficacy and efficiency, typically at lower cost. Candidly, it’s great news for ad tech vendors, too. But as a marketing guy, I worry when I see that even the Cannes Lions Festival, the granddaddy boondoggle of creative, is shifting its focus to tech…
View the full article here.