Originally published by MediaPost October 9, 2014
By Paul Dean, Sales Manager, Central region
I’ve spent a long time buying and selling media on behalf of major brands, on both the account management and media vendor sides, and today I’m seeing marketers more and more overwhelmed by all their options. The advent and rapidly growing adoption of programmatic (where I’ve worked for the last four years) has added even more confusion. But there’s hope.
I’ve watched many a weary client and agency partner’s face light up when I say the following: “Marketing 101 still applies. Programmatic is just another tool, and it has a time and a place.”
Here’s what I mean: It’s all about the fundamentals of marketing and the marketing mix.
To read the rest of Paul’s thoughts on how programmatic fits into the marketing mix, check out the full article here.