We cut through the complexity of new media by applying basic organizing principles of audience engagement and advertiser ROI.
The new marketing model is a vast improvement over past practice. The digital marketing platform offers an amazing array of targeting options and different forms of media - social, search, mobile, desktop, etc. - that allow for much more precise and efficient delivery of the ad message. New technologies allow for robust ways to stay in touch with existing customers and to capture the attention of potential customers.
One overlooked advantage of the new model is the ability to put different messages in front of the same consumer according to different stages in the buying process. While you can't measure everything, engagement data shows up across the entire buying funnel if you have solid campaign architecture.
From this campaign architecture, we are able to measure most actions on the web, determine profiles of ideal customers or audience, and then build customer or audience acquisition strategies to continuously improve results.