The biggest risk any modern digital marketer can make is not taking any risks. Digital marketing and internet advertising like all other marketing ventures succeed when companies are pushing boundaries. In digital marketing this involves providing interactive experiences for customers and taking advantage of technological advances such as customized advertising, GPS targeted marketing and use of compelling images to target smartphone users. Traditional advertising approaches don’t work well in the digital arena due to intense competition for users’ attention. The best way to get users’ attention is to use guerilla advertising methods and harness the power of social media.
Crispin, Porter and Bogusky (CP+B) is a top digital marketing company. Their digital marketing team, which is led by Lori Senecal, is transforming the digital advertising industry by combining the strengths of social media channels, programmers, technologists, rule breakers and advertising professionals to create extraordinary marketing campaigns that bring new customers in these competitive and unpredictable times. CP+B uses three metrics for measuring a digital marketing campaign’s success: delivering a message that is easily understood by the audience, motivating the viewers to take action and ensuring the message is reaching a targeted audience. CP+B encourages its employees to think outside the box and deliver unmatched experiences via virtual reality, multicultural advertising and native advertising. According to campaignlive.co, a key element to CP+B’s advertising is to ensure that all their content is shareable on mobile phones. This allows the audience to share compelling content with their friends and family.
Lori Senecal is the Global CEO of CP+B. She is a deeply experienced digital marketing professional. She started her marketing career after graduating from McGill University with a Bachelor of Commerce degree in Marketing and Finance. She then went to McCann Erickson where she cofounded the TAG ideation team. The management at McCann noticed her drive and promoted her to become the Chief Innovation Officer for the McCann World Group. She then spent two more years at McCann as the President of McCann Erickson’s New York office. In 2009, Lori left McCann and teamed up with her partners to create KBS (kirshenbaum bond senecal + partners), a marketing firm based in the New York area. She served as president, chairman and CEO at KBS. She left KBS in 2015 and joined CP+B as the global CEO. Follow Lori on Twitter.