9April 2019It should be "Technology has changed the way we create and interact with our audiences and what they expect from us 84 percent would now consider ThinkPad. When we launched the film on our global social platforms, we reached 2.6 million people and achieved a nearly 50 percent engagement rate, substantiating our positive testing results.In addition to optimizing our content, we've been experimenting with dynamic creative. This tool lets us leverage real time product pricing via our website data feed along with consumer site behavior data to build out a more automated, yet customized, advertising program. We're able to individually message each consumer with relevant product messaging in the right place at the right time.However, we've learned that for other types of content, especially the most time sensitive ones like real time marketing content, just getting it out there organically in social is a good way to see if it has legs. If it takes off organically, we support with paid media.We optimize rollout with the right platforms to reach our audiences at the right times, and we carefully monitor and track how it performs with the platform tools and our social listening team. This allows us to get real-time feedback that rolls into the next piece of content.There's no question that today's marketers must embrace data and insights. For the left-brained creatives amongst us it's not always an easy switch, however the power that comes with using technology in marketing means that every dollar spent can be tracked for ROI. It analyzes every interaction and consumer engagement, making every campaign ultimately more successful. MT 9April 2019
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