David Rosenberg: Shaping Campaigns In The Digital Age [PSFK 2013]

Ahead of the PSFK CONFERENCE 2013 in NYC, Managing Partner of IPG Media Labs discusses how campaigns now need to ad value to consumer’s lives.

As part of the run-up to PSFK CONFERENCE 2013 in New York this April, PSFK will be publishing a series of short interviews with speakers to give a taste of what will be discussed in this meeting of creative minds. David Rosenberg is a Managing Partner of the IPG Media Lab, a division of IPG Mediabrands, the global media-related asset management arm of the Interpublic Group (IPG).  He chatted with PSFK about the development of marketing in the digital age, and how ads can help us improve our lives.

What has been a recent shift you see as opportunity and challenge?

Some of the obvious shifts that we have seen at the IPG Media Lab are around device and platform adoption. This is clearly helping better the climate for new ad tech programs.  Below the surface, there seems to be a greater desire to understand user experience and how consumers behave in their lives ahead of the concept and development phases. For example, mobile is not just a device. Mobile represents our time, place, activity, interests, appointments, who we are with and so on at any given moment. Thinking this way, we have an opportunity to introduce concepts that add value and/or utility into consumers’ lives versus one that only delivers a traditional marketing message. Truth is, our industry still isn’t where it needs to be in terms of making this shift. Part of our challenge is to retrain the old muscle memory in favor of new forms of expressions.

Do you think technology is making it easier for agencies like IPG Media Lab to help its clients communicate with customers and prospective shoppers?

Yes.  In many markets around the world, this is true.  The digital divide has all but vanished; this opens the door for brands to have better, more personal relationships with customers.  However, as we enable these new programs, they come with an even greater responsibility for brands to deliver the right kind of experiences.  Just because we can monitor consumers (by using their mobile device) and deliver real time content, it is not always a good idea. Privacy concerns are legitimate and should be taken seriously; but the ‘creep out factor’ of a consumer is of a greater concern than the likelihood of an infringement on a consumers’ privacy.  I know this may seem like a controversial statement but the truth is privacy is more easily guarded and monitored.  On the other hand, consumer sentiment is not a clearly written set of rules, laws or acceptable practices.  So, while it’s getting easier to communicate, it’s getting harder to do so in a way that over delivers value to the consumer.

How is technology shaping campaigns of tomorrow?

Technology is and will continue to shape campaigns of tomorrow by creating very personal and in some cases ‘live’ experiences for consumers. From the information living in a customer profile to a group of individuals attending a musical concert and participating in collaborative gameplay – technology has the opportunity to inspire, provide utility, serve, entice and promote utilizing data in both a reactive but also anticipatory manner. Where this manifests will stretch from native ad ecosystems to wearable computing devices. As we continue to focus on overall user experience, ‘traditional’ campaign components may soon encourage you to leave your midtown meeting now and walk back downtown in time to make your next meeting while burning an extra 355 calories in the process.  Branded programs or campaigns, like this wellness example, will soon become a part of a consumer’s life.

Thanks David!

Please join us on April 12th to hear David give an update on his endeavors at IPG Media Lab at PSFK CONFERENCE 2013.

Click here for more information, and buy your tickets below.

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