Five minutes with Offerpop cofounder Mark Cooper

Cofounder and SVP, product marketing and customer success, Offerpop, offers his thoughts on marketing trends for 2015.

Offerpop helps brands enhance their digital marketing by gathering and curating consumer-driven content to create visual online experiences. Cofounder Mark Cooper helped launch online, mobile, and media businesses including the first TV product placement ratings service, Nielsen IAG, and the wireless industry’s first mobile virtual network operator, ESPN Mobile.

Opportunity knocks
This is the year of the consumer. In the past, we have focused on defining the best content and cross-channel strategies to engage them.

In 2015, we will focus on defining consumers and the best investments in real-time actionable data, and best practices for infiltrating the buying process and leveraging the consumer lifecycle. We see an incredible opportunity for brands to separate their audience personas and use technology to deliver the most impactful marketing messaging yet. Consumers must be at the forefront of our minds, all the time.

Helping marketers
There is a drastic need for platforms and guides that improve personalization and strengthen that one-to-one relationship between brands and consumers. The inability to translate big data is a handicap that will cripple brands’ digital strategy this year. Marketing technology needs to support audience understanding and activation, and enable easy-to-implement, one-to-one marketing strategies and campaigns.

Evolving social networks
Each social network will grow among various demographics and personality types. Seniors don’t like selfies, so older crowds won’t flock to Instagram. We need to focus on the audiences growing on each network rather than simply overall growth.

Toughest challenge
There isn’t a marketer alive that doesn’t want to impact their bottom line using technology, but establishing a correlation between work and ROI continues to top the list of challenges.

Trends to watch
Removing the mindset that consumers must come to brands. We have to understand our customers and pinpoint where in their journey they like to interact with brands and, most importantly, how they want to be approached by a brand in that space.

Knowing the audience is just as important as knowing the overall market, and this year will separate the two and deliver major benefits to the leaders of audience activation.

Decoding big data is an ongoing issue for many marketers, even the most seasoned in digital. How can they use that data to build branded experiences for the right audiences?

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