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Cory Treffiletti
San Francisco
A digital marketing strategist, writer and entrepreneur
Interests: I am interested in popular culture and how it is applied to marketing in the current age. I am also interested in my family and Pearl Jam.
Recent Activity
As a marketer who works in the area of marketing technology, I demand transparency from my partners and I think you should too. Continue reading
Experienced people may require a little more base, but they also tend to be accountable to metrics that drive business success. They are better networked. They are savvier and more efficient with their time. They are able to sell ideas to customers faster and in many cases they have relevant experience that can help you avoid the mistakes they probably made along the way. That saves you both time and money. Continue reading
Marketing used to be about the “big idea”. Talented agency execs would sit around reviewing research, brainstorming in their war rooms and stay up all night drinking scotch so they could come up with it. They would then proceed to pitch the clients in hopes of receiving at the least a raised eyebrow accompanied with the commitment of funding and at best a standing ovation, also accompanied by a commitment to fund it. Fortunately or unfortunately, that model is an anachronism. It has become a thing of the past. Continue reading
In broad strokes I propose the industry only utilize 1st or 2nd party data – no 3rd party data should be made available as it relates to wearable tech, unless potentially aggregated in larger groups and unable to be broken down to individuals. From activity trackers to digital watches, the volume and scope of what will be available is intriguing, however all of it is related to personal health and for the most part personal health data falls under governmental regulation and is not made available for public use Continue reading
Media discovery, insertion order management, billing and reconciliation – these are the areas of media buying where the majority of inefficiency lies and if the agencies can take advantage of these toolsets and create their own enterprise, cloud-based solutions by stitching them together then the next few years will see a resurgence in what they are supposed to be doing; adding value through strategy, creative and coordination of the “big ideas”. Most of the holding companies have created centralized groups to try and address these challenges, but for them to work and become absolutely effective they are going to have to centralize systems in the way the largest organizations have done. Continue reading
Google Glass and other wearable connected tech are changing how we live our lives and etiquette rules need to be written, shared and enforced. Users of new technology need understand the guidelines within which this tech can be used and the rest of the world around them needs to be empowered to opt-out or at least be aware. Our industry itself has adopted this model and we allow consumers to opt-out of targeted ads and interactions, so why can’t it be the same for the rest of the world? Continue reading
The experience of the web is still a very 2-dimensional solution but that inevitably is going to change. What I mean by 4-dimensional is the combination of content and audience with device and location. The banner and content around it today are still either based on context or the audience viewing it. Continue reading
Brand marketers literally make the world go round. Soft drink advertisers, CPG advertisers, auto advertisers, financial services advertisers… all of these folks carry the weight of the ad world on their backs by spending “brand dollars” to reach their audiences, but every single one of them are searching for ways to squeeze more efficiency out of every dollar they spend so to say that “ brand marketing accuracy is not that important” is naïve at best. Continue reading
Direct response advertisers have historically been the drivers for new ideas in digital as they’re always on the lookout for new ways to drive down costs, increase performance and create efficiency that scales. DR advertisers were the first to adopt search advertising, the first to push rich media and the first to make the shift into programmatic advertising. DR advertisers love to be at the forefront, but recently I’ve noticed brand advertisers are the ones pushing towards the concept of the enterprise marketing stack and brand advertisers are the ones adopting the Data Management Platform (or DMP) the quickest! Continue reading
According to a recent study from Pew, 84% of adults 19-29 use Facebook, with 30-49 years old coming in as the second most popular group. 63% of Facebook’s users visit the site at least once per day and 40% visit many times during the day. These are not small numbers and the fact that 19 years olds are in that group supports the theory that this is life stage oriented rather than age related. Continue reading
Being polite is different than getting permission. When Seth Godin published his influential book about Permission Marketing, he was taking on a topic that while valuable, disempowers the brand marketer by not allowing them to make assumptions. Polite Marketing as a concept that still enables the marketer to make assumptions based on data, but governs how far those assumptions should go without permission. Polite Marketing is a safer alternative and one that data-driven marketers could, and should, be widely adopting. Continue reading
My point on this article is simple. If you’re developing a business idea in 2014, make sure your business idea is defensible. Make sure you have a competitive advantage that cannot be emulated or redeveloped by someone else in a short period of time. For a while it seemed the Internet was loaded up with different versions of the same solutions. Continue reading
So is Programmatic Direct a buzzword with teeth or not? I say yes – and I would immediately elevate that from buzzword to actual term of value. The industry is headed towards efficiency in all aspects, but brands will still be valuable and that will not change anytime soon. Continue reading
Our business is successful because it is built on the idea that in-action breeds failure. History is ridden with the stories of people who took a shot and missed, and learned from their mistakes to be more successful down the road. Nobody remembers the ones who passed the opportunity by. Marketing is a business that requires action and with the tools at our disposal, we now operate in a world where decisions can be made in real-time and results can be reviewed almost as quickly. Continue reading
So the next time you sit down to develop your marketing strategy, think of your favorite sports team and come up with a game plan that is reminiscent of what they do to win. See if they’re built for power and the long ball or if they grind it out inning after inning to win. Then look at the ways the last few Championships have been won and see what strategy breeds success at that level. Continue reading
Business behavior is changing because accountability is creeping into every area of the business, even marketing. Accountability breeds success because the data can tell you which direction to go. You can test everything from retail position, to customer service scripts, to marketing campaigns. Everything can be tested, especially in a customer-oriented business environment where big data and the tools that harness it can be employed to see what works and what doesn’t. Continue reading
3MS is a worthwhile initiative and once its established; we may see another boom in digital. It has the potential to create an irreversible tipping point; one where the dollars flood in and they never retreat. Are you involved and ready to help? Are you engaging with these groups to make your support known? Will you abide by these standards once they’re established? Continue reading
So the question remains – when the future arrives, will you be ready? Will you see a product that you identify as solving a problem and will that future provide solutions that are easy and desired by consumers? Can you direct that kind of success in the products and services you are working on? Continue reading
A bad sales person is one that doesn’t know “when to say when” and is unable to read their audience accurately. A bad sales person will keep pushing their pitch as if reading from a script, but can’t read the signs being given by their target customer. A bad sales person assumes that what they have to sell is what you’re going to want to buy, regardless of the circumstances. Continue reading
Tomorrow I see a world that is truly dominated by programmatic across all media channels, not just online. The last few weeks I spent significant column space to talking about addressable TV, but the model applies to digital outdoor, and print, radio and even guerilla media. All media will be capable of being managed in a programmatic way in the future, though the parameters for the delivery of that media will limit the scope. Continue reading
I love marketing; the ability to develop a story, weave that story through media and watch it resonate with an audience. The chance to follow that story through to a conclusion, potentially resulting in customers –this is a highly engaging activity for me, and one I thoroughly enjoy. It’s not unlike watching Breaking Bad, to be honest. Continue reading
So the next time you’re asked to have an opinion regarding a topic, whether it be media or politics or any other discussion point where there are multiple points of view, take the time to learn about the topic from all angles or risk being foolish in your development of a POV. Continue reading
At some point the lure of money will overcome the fear of change though, and TV will become addressable. My prediction is the catalyst for this change will occur sometime in the next 4 years and it will be triggered by a flat or decreased upfront. As soon as TV advertising shows the sign of a revenue plateau, the powers that be will become interested in finding ways to make more money and audience buying could enable that. Continue reading
In media bigger isn’t always better either. Audiences that are smaller are more targeted and that seems to be working for everyone. Targeted audiences command higher premiums, so smaller is actually more profitable. Bigger audiences are untargeted and inherently they have waste, so maybe in media bigger isn’t better either. The SuperBowl is big though, so that’s an example of where bigger is definitely better. It’s unique though – nothing else can match it. Continue reading
For the rest of us, and I say “us” because I’m a consumer above all, I say be careful and be safe, but be realistic and be honest with yourselves. You want a customized experience for the world around you because it saves you time, it removes frustration and it makes things a little easier. If I can have a customized experience in media that enables me to spend less time wading through nonsense, that’s a good thing. Continue reading