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Think of social and programmatic platforms as big tech, not mass media

Marketers should not only think of social and programmatic platforms as media – but also as technology platforms that allow them to customise their messages for select audiences, writes GRANT LAPPING. More than 30 years after the invention of the World Wide Web, many marketers still describe marketing on digital platforms using the language of the mass media era. Hence, brands often continue to think about digital advertising in terms of purchasing “inventory” or “ad space” on platforms like Facebook and Google—space they will use to reach their target audience. But the truth is that the big tech platforms…

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