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Julianne Martin, CMO at Above the Fold. This speaker from the Demand Gen Summit discusses how to drive performance through integrating programmatic with PPC and paid social. To stay current on our latest events, follow us on Linkedin.
Useful Timestamps:
1:50 - The evolution of digital marketing and the importance of considering all campaign touchpoints.
3:40 - The role of programmatic in complementing search and social efforts.
5:57 - Craft a cohesive story across impactful channels and devices.
8:09 - Utilize third-party data in programmatic advertising and understand audience behavior.
8:42 - Diversify messaging and personalized, sequential conversations with the audience.
10:14 - Low funnel strategies, touchpoints, and the loss of transparent insights in social platforms.
11:52 - Measurement in digital advertising and the limitations of last-click attribution.
12:26 - Consider the entire consumer journey in the purchase process, especially in high-value B2B leads or high-cost software sales.
13:02 - The holistic impact of touchpoints and messages in the consumer journey and the advocacy for multi-touch attribution tools.
15:12 - Closing Remarks.
