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Customised data is key to building advertising partnerships

By Darrell Kunken

The Sacramento Bee

Sacramento, California, USA


Everything has changed. The way consumers approach consumption of products and services, as well as the way they interact with media, marketing platforms, and channels are different today.

Agencies are becoming more like research and marketing companies. Media and marketing companies are becoming more like agencies.

With so many agencies offering partnership packages, it is important to be different.
With so many agencies offering partnership packages, it is important to be different.

Everything is in play. Making sense of the chaos is a huge opportunity and something small- and medium-sized businesses (SMBs) are looking for.

While making sense of it all is a huge step, actually being able to execute marketing campaigns and research programmes that measurably move the needle for business clients is a winning formula.

A good beginning is to simplify the battlefield. Demonstrate that our organisations can make decisions that move a sound strategy forward quickly and with measurable results.

Enabling such actions requires data plus technology plus creative design plus messaging, and a leadership team supporting the connections and direction to bring a cross-platform marketing campaign to life. Without any one of those elements, you’re missing the mark.

Customise client recommendations to build quality partnerships.
Customise client recommendations to build quality partnerships.

The data will direct you to a strategy fit for driving the right audience to your client. Customise your recommendations, built to meet the client’s needs. 

With so much data and so many tactical options available today, there is an opportunity to execute campaigns at a very high level of design, delivering unique value for clients. Clients are depending on us to stay ahead in today’s ever-changing world.

Dare to be different. Dare to innovate with data, tools, and creative thinking.

Solve for the puzzles our clients have. That’s not selling them products or tactics. It is developing marketing that delivers for today’s consumer. That’s the only way to stay ahead and find a path forward through what can be a maze of confusion.

We make money when our clients make money. Growing revenue is a solution for a lasting partnership.

It’s going to take innovation and continuous improvement. We’re not selling products. We’re selling business partnerships.

About Darrell Kunken

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