Kayla Green, directora de Estrategia Digital de Saatchi & Saatchi LA
Brands are seeking gains in efficiency and want to cut any unnecessary expenses to reach their business goals. This phenomenon does not exclude advertising. Kayla Green, Digital Strategy Director at Saatchi & Saatchi LA believes brands can have more certainty about their marketing efforts if they have better tracking.With the possibility of tracking response rates in digital advertising and new tracking and consumption sources through mobile devices, advertising budgets can be better managed and segmentation can be approached more assertively. This allows brands to get closer to their customer’s profile and know each one’s possible actions through the information they collected by means of their mobile devices.With all this information, sellers have the ability to make marketing strategies that aim at purchasers that are near the store, right before making a purchase. “Imagine how efficient digital advertising would be with this type of strategy”, commented Green.While opportunities grow, there are still some challenges, the most important is privacy of mobile data. Green recommends giving some compensation to clients who accept to show their location data in applications.It is important not to lose sight of the audience, what is important is to create significant experiences for the consumer. There will always be some new technology, that is why we must make sure to work to humanize our relation with that data”, added the executive.
