This morning our Co-Founder/President of Marketing & Strategy, Lee Goldberg, spoke at the annual winter Search Insider Summit hosted by Media Post in Park City, Utah.
On the panel Moving Programmatic Media Buys Into The Hands Of Search Marketers moderated by Katherine Janca (@katherinejanca) of The Media Kitchen, Lee was joined by Facebook's Frank Lee (@franksem) and Adobe's Sid Shah (@drsidshah).
The discussion took a closer look at the relationship between search marketing and programmatic advertising, and why search marketers are well equipped to effectively run programmatic campaigns. By shifting away from the "live and die by the data" attitude, marketers can analyze their strategies from a qualitative perspective. What are you doing or saying that deserves attention? Is your messaging and creative compelling?
"You can't automate marketing strategy," Lee pointed out. While services like Acquisio, Marin, and Kenshoo can assist in optimizing campaigns, there is no replacement for understanding user behavior, detailed target audience segmentation, and marketing savvy.
Watch the full panel discussion below:
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