Our Beautiful Constraints
Problems and hurdles provide the stimulus for us to seek and uncover new and often improved methods.
Speaking recently at Bench’s Disrupting Digital Media event, Chief Commercial Officer, Gil Snir, put to the room the unusual juxtaposition of a ‘beautiful constraint’.
The concept is born out of a recent business publication, discussing the new opportunities that become available to us due to the very constraints under which we operate. Problems and hurdles provide the stimulus for us to seek and uncover new and often improved methods. What once stood in our path as a roadblock helps us to break out of the norm, and go beyond our recognised capabilities. Think back to the awkward moves of the early Mick Jagger years. His strut and later confident stage swagger were originated in genuine constraint, his body and consciousness not willing to keep pace with his vocal prowess onstage in a small and limiting space. Fast forward to the later years, he has moved way beyond this self-imposed restraint, and instead, transformed those disconnected moves to become the iconic staple recognised my millions.
So then how does this apply to marketing?
Gil examines at length three differing ways media has progressively become more constrained as marketers are being asked to do more with less. He discusses how we find the edge, how we convert these restraints into opportunities and how we use them to push us further and harder with disruptive innovation that drives the industry forward with a strong sense of purpose.
Effectively reaching audiences has become a huge marketing challenge with target markets increasingly elusive as technology expands. Linear TV viewing is declining as on demand increases; interaction takes place on multiple devices, across many platforms and with different IPs. Gil addresses these challenges by leaning in to the changing media habits, tailoring marketing to an actual person rather than simply a device. Bench’s Fuse Graph technology combines multiple data sets that enable advertisers to do just this, negating any over-delivery issues and importantly, facilitating sequential messaging.
A marketing challenge that particularly affects the retail sector is around attribution with offline activity. As mobile usage increases and establishes as the primary interface for the Internet, we still see shoppers in store for purchase, connecting the online and offline worlds. It is now entirely possible to use GPS as a way to track movement and ring-fence location parameters to within an extremely small area – which in turn allows us to connect the marketing dots and draw conclusions.
Geo-fencing is a key and necessary tool that filters specific marketing messages, retargets users, as well as suppressing messages where not relevant or required.
Time is everything. It’s a constraint that affects every aspect of the industry, and doing more with less, and how we use our available time is crucial in our ability to effectively implement agile marketing. Bench’s briefing tools enable marketers to easily capture a brief and apply actionable insights as the campaign progresses in real-time. This ability to profile audiences across all platforms and channels enhances the overall communication process as well as saving valuable hours and dollars.
By unifying the marketing workflow Bench draws together a complex landscape into palatable and time-effective communication tools. Right people, right place, right time, a beautiful result from a beautiful constraint.