LAS VEGAS \u2013 To genuinely personalize today\u2019s customer experience, marketers and agencies need to take a step back from the oceans of data at their fingertips. They should revisit the past and reacquaint themselves with some marketing basics, according to Adobe Video Solution\u2019s Campbell Foster.<\/p>\n

\u201cToo often, marketers forget about marketing 101,\u201d the company\u2019s Director of Product Marketing says in an interview with Beet.TV at CES 2017<\/a>. \u201cConsumer psychology. What do consumers want? What do they need? What is the hierarchy of needs?\u201d<\/p>\n

He suggests marketing concepts from the 1950\u2019s and 1960\u2019s can be useful when trying to create personalized experiences.<\/p>\n

\u201cAlso what\u2019s lost is the creative aspect of it,\u201d he adds. \u201cHow do you create a better environment for consumers so that they\u2019re more likely to make a purchase decision or more likely to have brand affinity for a particular product or service or company?\u201d<\/p>\n

Too often, the focus is solely on data and \u201cwe don\u2019t focus on what people want,\u201d says Foster<\/a>. \u201cSort of the basics of marketing.\u201d<\/p>\n

While Adobe itself is slightly less than a quarter-century old, it seems to have been listening to what a lot of people in the tech space desire, particularly when it comes to video. Its 2016 acquisition of TubeMogul is the capstone in the creation of a \u201cthree-legged stool\u201d to neatly capture both the demand side and supply side\u2014and most points in between.<\/p>\n

\u201cHistorically we\u2019ve have a data management platform, we\u2019ve had a performance marketing engine with Adobe Media Optimizer but we haven\u2019t really had a demand side platform focused on brand building through video,\u201d Foster explains. \u201cAnd that\u2019s really what we\u2019re trying to accomplish with the TubeMogul acquisition.\u201d<\/p>\n

The next phase of the company\u2019s video evolution is connecting the buy side through TubeMogul with the sell side via Adobe Primetime TV Media Management. This, says Foster, will create \u201ctighter, stronger connections between media buyers, TV buyers, video buyers and broadcasters and MVPD\u2019s that have professional video inventory to sell.\u201d<\/p>\n

Adobe is now equipped to assist brands from content ideation through to production and distribution video distribution, all the way through to measurement and monetization.<\/p>\n

For the company\u2019s media customers, Adobe\u2019s primetime footprint and authentication touches over 99% of U.S. pay TV households, according to Foster. \u201cThat\u2019s a significant footprint in premium inventory,\u201d he says.<\/p>\n

This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 To genuinely personalize today\u2019s customer experience, marketers and agencies need to take a step back from the oceans of data at their fingertips. They should revisit the past and reacquaint themselves with some marketing basics, according to Adobe Video Solution\u2019s Campbell Foster. \u201cToo often, marketers forget about marketing 101,\u201d the company\u2019s Director […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5295,2936,5274,5883,6003],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44273"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44273"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44273\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44273"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44273"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44273"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}