Customer Identification: The Death of the Cardboard Cutout

Tommy Swanson, is CEO of Stripes Agency, a Dallas, Texas based, performance-marketing-focused social advertising agency. In this interview, Tommy talks about intriguing changes in digital marketing, including the increased use of FaceBook as a marketing platform, other trending platforms and platform tools that will impact the industry, brand lift studies, and how behavioral data supersedes demographic profiling for effective customer targeting. A couple highlights:   Keys to marketing success on Facebook: Understand that behavior is a better predictor of action than demographics Instead of trying to hyper-target the "ideal" customer, trust the platform to find the customer Decrease reliance on revenue-sharing (questionably reliable) "third party" data providers   Brand lift studies, which came out in the most recent presidential election, will become increasingly important in the future as a way for marketers to measure impact. These studies: Attempt to measure your campaign's perception, intent, favorability, and choice impacts rather than counting dollars or leads Facilitate tailoring future creative efforts to target audiences.   Tommy can be reached on his website at: stripesagency.com or by email at: mailto:[email protected].