Re: [projectvrm] Zeta Secures $150 Million in Funding as Marketing Tech Rises | Digital - Advertising Age

[Katherine Warman Kern < >]

sorry that I didn't have the time to reference why I thought this was 2 steps 
backwards - this quote : "combine the strengths of ad tech with customer 
relationship marketing."

This combination is where advertisers risk crossing the line. 

CRM should be permission based - "I am an existing customer and I give a 
company permission to use info they have about my use of their product and 
other relevant info I intentionally signal to serve me better"

Advertising (whether it is placed by adtech or otherwise) in my opinion is 
targeted to non-existing customers or customers who haven't given permission 
to use personal info - if it doesn't respect that signal, advertising will 
cross the line to have a negative impact on the brand. 

If a company is going to use automated technology, over which one has no 
control over message and timing, then do not personalize!

I suspect, if someone dared to do the research, that the most recalled 
advertising today is advertising that has turned off a prospective or 
existing customer because it was automated and inappropriate.

K-

Katherine Warman Kern
@comradity

> On Jul 15, 2015, at 7:47 AM, Don Marti 
> <
 >
>  wrote:
> 
> begin Katherine Warman Kern quotation of Wed, Jul 15, 2015 at 07:26:58AM 
> -0400:
>> Two steps backwards.
>> 
>> http://adage.com/article/digital/zeta-secures-150-million-marketing-tech-makes-mark/299479/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1437518180
> 
> Consolidation.
> 
>  The company will use a healthy chunk of its new
>  funding to acquire companies that specialize in
>  social media marketing, web marketing and website
>  optimization, said Mr. Gerber.
> 
> Part of the positive feedback between the
> IT->Marketing shift and on-premises->SaaS shift.
> 
> More money is being spent by Marketing directly with
> little or no IT department involvement.  Which means
> it's much easier for vendors to sell SaaS than
> anything requiring an install.
> 
> On the vendor side, once you have everything cleaned
> up enough to run as SaaS, it's easier to sell to
> Marketing customers, which means Marketing gets more
> control of systems and so on.
> 
> -- 
> Don Marti 
> <
 >
>                    
> http://zgp.org/~dmarti/
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