Charlene Li, CEO of Altimeter Group, will appear at AdExchanger's Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences.
For digital advertisers, emerging channels present new inroads to consumers, but new challenges accompany those budding opportunities.
“Clients have limited time, they have limited budgets and they’re trying to decide which channels matter,” said Charlene Li, founder and CEO of research and advisory firm Altimeter Group. “They know they have to experiment, but experimenting too early might be a bad thing.”
Earlier this month, Altimeter was acquired by Prophet, a consulting firm focused on marketing, design and brand strategy.
“Social strategies can’t be siloed,” Li said. “And yet, in many organizations, there’s one area that looks at social media channels and the content that goes into it, without thinking more holistically about where all that social data goes.”
AdExchanger spoke to Li.
AdExchanger: How should brands approach emerging channels?
CHARLENE LI: You can see a critical mass when customer bases move into emerging channels, so you have to constantly monitor it. Think of it as being on a “watch” list vs. a “do” list. The vast majority of brands should keep emerging channels on the “watch” list and let others figure it out.
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