November 8, 2016
I spent a couple of days in New York City last week attending ad: tech 2016. Walking into the Jacob Javitz Center, I was ready to learn, ready to connect and ready to be inspired. 36 hours later, my mission was accomplished.
If I can take away 2-3 great insights from a conference, tradeshow or even a business book, I consider the time and money spent as a good investment. In this case, I walked away with 10-12 very good insights and am eager to share them over the coming weeks with clients, colleagues and prospects.
But one insight rose to the top; and it was barely discussed at all.
Let me explain my rationale.
The speakers, panelists and exhibitors spoke with great passion about the ability of today’s technologies. Artificial intelligence. Machine learning. Augmented reality. Virtual reality. Fraud detection. Omni-channel lead and sales attribution modeling. Audience targeting options. The list goes on. But today’s tech could be the worst thing for a company that does not include their purpose within the narrative of their story.
Imagine having the ability to (almost) perfectly target your audience at the right time, at the right place … with the wrong message. Imagine putting time and money into an advertising campaign that pulled all the right data levers, yet pulled no heartstrings?
Research shows that people still buy on an emotional level, then justify it through logic post-purchase. Which means that crafting your brand’s story around its purpose is still the most meaningful exercise you can do from a marketing standpoint.
Marketing on purpose should always come first. Applying the benefits of ad: tech to reach the right people comes second.
Would you want your #ad to run before a terrorist propaganda piece? It happened to Hyundai & it could happen to you… https://t.co/G2i2mNgkef
March 28 - 8:31 pm - View on Twitter
Our Director of Video Operations offers insight into the world of #VirtualReality: https://t.co/VE4cO1iciV https://t.co/k81r8hNhpk
March 21 - 7:49 pm - View on Twitter
Did you miss this week's Insight Tuesday? Graphic designer Carrie Nestel explores the importance of packaging: https://t.co/uZ0XD7NY51
March 9 - 4:14 pm - View on Twitter
Check out our CEO's insight into the Ad-Blocking cold war that is being waged between marketers and their audiences: https://t.co/b8CSJw3IjT
March 1 - 7:10 pm - View on Twitter
Account Exec. Leigh Cesanek pulls together some of Sunday night's most memorable #ads & speculates who really won: https://t.co/uxFDg8YmtK
February 7 - 8:41 pm - View on Twitter
Our CEO reflects on reasons we are not achieving the level of clarity that big data should be providing. Read it: https://t.co/Xap3aIysa7
January 31 - 9:59 pm - View on Twitter
Our CEO offers insights into the benefits of 'non-investments,' such as the annual family vacation he takes. https://t.co/NSJtyKRbEI
January 18 - 5:00 pm - View on Twitter
Use #socialmedia to spark meaningful discussions about the things your company cares about: https://t.co/4LrNHuLUOa
January 10 - 8:00 pm - View on Twitter
Paul Federico talks about a unique art show he is a part of, in which the individuality of the artist can shine:… https://t.co/C9kbQf7g8n
December 27 - 8:00 pm - View on Twitter
The Princeton Partners team wishes you a joyful holiday season! Watch our holiday video here:… https://t.co/n6tlEOpmXO
December 21 - 8:29 pm - View on Twitter
We're in the holiday spirit! Take PPI's quiz on the hilarious holiday classic, 'Elf.' https://t.co/0uAbOsWsNl https://t.co/DLU01euQtk
December 20 - 9:08 pm - View on Twitter
Our CEO discusses the strategic planning meeting he attended w. @PHAnews & why the White House Garden inspired him:… https://t.co/NJGXmBVq8G
December 13 - 8:58 pm - View on Twitter
Our CEO created a brief quiz to test your knowledge of financial literacy in the US. The results may surprise you: https://t.co/uVwDP9ECzp
December 6 - 8:49 pm - View on Twitter
Associate Creative Director, Aaron, has come up with ten #gifts to avoid giving your #clients this holiday season:… https://t.co/BL1Q6G5lvk
November 29 - 9:15 pm - View on Twitter
Tim Burr weighs in on the the viral mess that New Balance is currently dealing with since a Tweet was misunderstood… https://t.co/j2B4UdrftD
November 22 - 8:00 pm - View on Twitter
Check out our CEO, Tom Sullivan, on the homepage of @NJBIZ this morning for an 'Industry Insights' piece:… https://t.co/WxFVAoUvK2
November 22 - 3:15 pm - View on Twitter
Check out the latest in our blog series the "Intern Spotlight" & get to know digital development intern, Gabriela.… https://t.co/cgazIIY6Fc
November 21 - 4:15 pm - View on Twitter
Following the election, many people are feeling anxious about the future. Our CEO suggests taking local action: https://t.co/xP9r4v2F6e
November 15 - 8:10 pm - View on Twitter
We had Chris's daughter, Ellie, visit us in the office today. She helped us with website coding and even took us ou… https://t.co/YUCgbBuLpi
November 11 - 9:33 pm - View on Twitter
Our VP of media shares his experience & main take-away from last week's industry conference, ad:tech. Check it out… https://t.co/3Ox0AuznMZ
November 8 - 9:31 pm - View on Twitter