SMART MEDIA EFFECTIVITY · BV European Marketing Podcast · S03 E03

S03 E03In this engaging chat, we try to simplify the complexity of Digital Media


Paul, Carrie and George speak with David Lahoz,
a European Smart Media expert.

He's also a Senior Specialist of the
Barcelona Virtual Innovation Lab.

An Internet pioneer with more than 23 years of experience,
David has participated in every paradigm shift:
in the front row with advertising agencies, creators of digital products,
digital media sales and large media centres.

In this short interview, he simplifies the complexity
of the dense Digital Media Landscape,
with a user-centric focus
anchored in Contextual Marketing.

Listen right here, and scroll down to consult
additional resources 

in this episode's Programme Notes.


Digital Media depends on teamwork:
avoid the trap of org charts & data silos.

You're competing for a precious resource:
the attention of people.

Campaigns must be as relevant as possible.
Smart Media success comes from being contextual.


 

 



Programme Notes and Links
BV Podcast S03 E03 | March 2021

.
THE BASICS

Display Advertising Data Landscape - David Christian
Global Advertising Share by Medium - 2019-2022 - Marketing Charts

The Main Mistake
in paid Advertising campaigns is working in silos.

Digital Media are very complex and to be the most efficient and effective, we must understand actions as ecosystems. Working all teams: strategy, creativity and media together from the beginning is vital. We must all be aligned with the objectives.

Define Key Point Indicators and tools to measure it. The definition of our target audience, with devices, platforms, and formats that are aligned with the objectives of the campaign.

Usually, the media teams work on the campaign at the end of the work process – limiting the richness of planning and the potential for success
.

David Lahoz

EUROPEAN STATS


Europe - Global Web Index 1 of 2
Europe - Global Web Index 2 of 2

Contextual Marketing
We must be as relevant as possible.

This can only be achieved by thinking in the context of the consumer. The segmentation capacity of Digital Media through data is very high.

And if we clearly define the consumer context, then, we will send the correct message in the correct place and at the right moment to maximise the success of the actions.

David Lahoz

La Redoute Real-Time

This real-time, weather-based campaign from a French retailer
is a good example of contextual creativity that attracts attention & creates engagement


RELATED POST · Smart Data Innovation: Cases from Europe


NEWS FROM THE FUTURE 



Source: Salesforce Research, 2020

Global Media Cost-Effectiveness - April 2021 - Marketing Charts

How to Create Context
Context is built by defining various ingredients.

At what point in the Funnel is the customer? His vital moment?
Understanding what interests them, and what kinds of messages will be relevant to them.
And, of course, which devices, platforms and formats
are more appropriate to send these messages
.

David Lahoz

 


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Photo: Paul Fleming · Barcelona Virtual Photo: Anna Hernández · Barcelona Virtual

We hope you enjoy the monthy broadcasts, hosted by Paul Fleming, together with Anna Hernández.
We look forward to your feedback, at podcast@bvirtual.com!


You can find this podcast at any time on various platforms:

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Please, don't forget to include your comments with us here on the Blog; and also to share your own examples of innovative Intelligent Marketing from Europe.

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We look forward to hearing from you.

The Alexa European Marketing Flash Briefing Team - Barcelona Virtual - bvirtual.com

The Production Team of our European Marketing Alexa Flash Briefing: Peter, Anna and Paul
 

Learn how to Improve Your Results with Intelligent Marketing
 

Full Disclosure and Transparency
* The four members of our Voice Services team Carrie, George, Leslie and Henry are AI-generated, natural language voices. Their personalities have continued to develop (and even flower) since they joined the BV Team in the Spring of 2020. Each one was born in Vancouver, BC, Canada at NaturalSoft, Limited.

This post was originally published on 31 March 2021
Flash Briefing release: 30 March 2021 on Alexa devices, here on this blog & popular podcast platforms.

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