Driving Digital Strategy

Chapter 8

Engaging Consumers

Advertising people love advertising, but everyone else hates advertising.¹

—Gerry Graf, former chief creative officer at Saatchi & Saatchi

“The right message, to the right customer, at the right time”—marketing executives around the world are convinced that this goal is now becoming a reality, thanks to their ability to track every single click of a consumer on the web, know her location at any time through her mobile device, and have a deep understanding of her interests and activities through social media and Facebook. Sophisticated approaches such as programmatic media buying, real-time marketing, data mining, geotargeting, and retargeting have given marketing experts new confidence in their ability to achieve ...