Turning Insights into Advertising with MTV Veteran and Current AdPredictive CEO, Kristin Frank
How marketers can shelve common black-box techniques with data-infused insights
There is one thing that every marketer would say they need: content. But what makes for good content and what makes for the best content? Is it storytelling? Is it authenticity? What content drives engagement, versus what content is merely passable? Kristin Frank is a well-respected and highly-seasoned media expert, and after a 20-year run at MTV, it’s safe to say she knows a thing or two about content.
“My biggest advice is to not look at it as marketing, look at it as content,” Frank said. “Make sure the story has quirks, make sure it’s compelling, treat each individually as a separate piece of content, and be authentic to the platform. If you do that, you will have a relationship with your consumers that you can then speak to them in any way, and they will trust you.”
Trust and authenticity are two key components that marketers love to leverage in their marketing mix, and a third piece of that puzzle is mining data that can be turned into valuable customer insights. Frank said this is a big reason she decided to join AdPredictive.
“I was excited to come to work at AdPredictive, because they were solving the industry’s hard problems,” Frank said. “Companies today can’t effectively use their customer data to impact business outcomes. It’s hard, it’s complicated, it’s too expensive, the list goes on. The entire platform that has been created at AdPredictive is dedicated to leveraging data intelligence and machine learning to do three different things — First is to drive stronger business outcomes, how are you going to succeed, and lastly drive media effectiveness.”
On a recent episode of Marketing Trends, Frank explained why after a successful career with Viacom and MTV, she had the itch to ditch her comfy enterprise digs and roll up her sleeves up with a startup. She also explained why different forms of content resonate with various platforms, how to attack those different channels and how AdPredictive is playing a role in helping marketers turn insights into advertising.
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