Jeff Bander
Head of U.S. at EyeSquare
Website Address: https://www.eye-square.com/en/
Each week on “Digital Champions”, our host talks to digital marketing experts across the country. This week our host speaks with Jeff Bander from EyeSquare.
To learn more, visit https://www.eye-square.com/en/.
What is the biggest change in marketing that you see coming in the next 2 years?
The ever increasing options for brands to choose and place their marketing messages – pre-testing is important now and will only grow in importance to ensure marketing dollars are returning a strong ROI. Break-down of data economy – targeting will not be the solution. Emotions, meaning and perception will matter more than data, knowing about the effects of your campaigns and the function of channels / platforms becomes more important than ever. Finding the sweet spots.
What is one tip that you would give when it comes to digital marketing?
Understanding each social media platform and ecomm platform is different. Pre-testing your message will help understand which message (ad) on which platform works best. And be fast – bold – beautiful, iconic and implicit. Deliver clear and bold messages quickly.
What is the main pain point that you solve for your customers?
The main pain point we solve for customers is enabling them to not guess how their consumers will behave when exposed to their ads on social media or eCommerce. We measure consumers’ actual behavior in the Live natural environment where consumers are not even aware of what is being tested. The ability to pre-test social media ads and eCommerce in a Live InContext natural environment helps brands measure attention and interest on social media and purchase power on eComm platforms. These metrics have the potential to become a standard to measure the true effectiveness of advertising as we move into the next era of ad measurement.
