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The acceleration in the media landscape’s shift toward mobile, streaming, and content consumption that’s not ad-supported has rocked digital marketing. Privacy enhancements are making things even more complicated. But all is not dark — the tremendous consumer appetite for digital channels just keeps growing, and that’s where smart marketers still have a place.
“The resulting landscape creates opportunities for digital marketers who deeply understand not only how to market their products and services, but also the technical workings of their specific channels, and how those can be harnessed to produce results for the business,” says Rob Webb, SVP of growth at Tonal, the smart home gym company that currently boasts Lebron James as spokesperson.
Not surprisingly, the COVID bump saw Tonal achieve extremely high growth since the pandemic began – 8X year over year. But to get there, Webb asserts, they relied heavily on their internal marketing analytics and forecasting abilities.
“Our team deeply understands the channels they work within,” he says, “and what’s capable within them, what we can do with external analytics, and how we can extract signal from noise and make...
Read Full Story: https://venturebeat.com/2021/11/11/how-tonal-is-turning-media-landscape-upheaval-into-opportunity/
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