LAS VEGAS\u2014Enterprise marketers that have watched direct-to-consumer brands infringe on their market share need to push the reset button, according to Comscore\u2019s Sarah Hofstetter. \u201cAnd I don\u2019t mean start moving all your advertising to direct marketing on Facebook although that\u2019s not necessarily a bad thing,\u201d Hofstetter says in this interview with Beet.TV at CES 2019<\/a>. \u201cBut it is about the whole idea of thinking from scratch.<\/p>\n

Instead of \u201citerating on media plans year over year,\u201d companies should take a fresh look and contemplate how they would build a new brand today and before deciding how to go to market,.<\/p>\n

\u201cAnd I think that is one of the best learnings that a marketer can get today from those direct to consumer brands,\u201d says Hofstetter, who joined<\/a> Comscore as President in October of 2018 from the 360i agency.<\/p>\n

Citing the \u201cmigration to the big screen,\u201d she notes the \u201cmigration to the big screen\u201d and the need to consider the various ways that consumers are receiving content.<\/p>\n

Direct-to-consumer marketers would take the approach of an \u201cif I were inventing that brand today point of view. How can I get the same kind of targeting and measurability from TV that I was getting from digital. And I think they\u2019re doing a fantastic job.\u201d<\/p>\n

While first-party data is more important than ever for engaging with customers, Hofstetter says it\u2019s not an all-or-nothing proposition.<\/p>\n

\u201cIt\u2019s really fun to work with companies that have richer data sets, but they\u2019re not necessarily nearly as necessary depending on what you\u2019re trying to accomplish. Yes, they have tremendous rich data sets, and that\u2019s great for targeting.<\/p>\n

\u201cBut I would say the vast amount of data that\u2019s available today actually can be used to help target no matter what you have. I think there are a lot of big companies today that are short on first-party data, and it doesn\u2019t necessarily put them at a disadvantage if they think about it the right way.\u201d<\/p>\n

While she attends CES in part to help elevate the Comscore brand, the annual event lets people think more out of the box.<\/p>\n

\u201cWhen you\u2019re here, you get to take out the craziness of the day to day. You have an opportunity to really take a fresh look at your business and think \u2018I probably need a more modern approach to how I\u2019m looking at my data from a planning, executing and measurement perspective,\u2019 and the receptivity has been wonderful.\u201d<\/p>\n

This video is part of Beet.TV coverage of CES 2019.\u00a0 \u00a0The series is sponsored by NBCUniversal.\u00a0 For more coverage, please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS\u2014Enterprise marketers that have watched direct-to-consumer brands infringe on their market share need to push the reset button, according to Comscore\u2019s Sarah Hofstetter. \u201cAnd I don\u2019t mean start moving all your advertising to direct marketing on Facebook although that\u2019s not necessarily a bad thing,\u201d Hofstetter says in this interview with Beet.TV at CES 2019. […]<\/p>\n","protected":false},"author":17,"featured_media":58297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7773],"tags":[5279,5356,7631,7737,7765],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58288"}],"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=58288"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58288\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58297"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}