Simplifying the complex is key to helping marketing, advertising clients

By Cathy Colliver

USA TODAY NETWORK

Louisville, Kentucky, USA

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Let’s face it: Marketing and advertising can be hard.

We all know we need to be sophisticated about audience targeting to get the right message to the right audience. Plus, when you take audience targeting and add into the equation fractured attention across multiple digital devices and loads of platforms, things get even more complicated.

Making information available and straightforward provides a compelling reason for advertising and marketing clients to work with news media companies.
Making information available and straightforward provides a compelling reason for advertising and marketing clients to work with news media companies.

As news media companies, we all provide premium publishing platforms to advertising clients. We can also provide some pretty great audience targeting guidance on our platforms as well as ad networks.

I think our real value lies in simplifying the problem. As Albert Einstein was known for saying: “The definition of genius is taking the complex and making it simple.”

Smart marketing and advertising strategies simplify the complex by focusing on how to best achieve a specific business goal for a client. And sometimes there is a moment-in-time tactic or series of tactics to best leverage a particular message and deliver that to a particular audience.

Audience targeting powered by insights can additionally simplify the process by eliminating (most) guesswork. When you have a better idea of who is most likely to buy a product or service and what platforms are best to reach them, you can arrive at an efficient ad spend.

For truly effective and efficient advertising, we can provide long-term benefits to our clients by focusing on a few specific tactics most likely to help achieve their business goals, optimise those campaigns, and build upon those learnings to support a long-term strategy.

Let’s pledge to go into 2020 with an eye toward simplifying the complex for more powerful marketing and advertising.

About Cathy Colliver