Gary Burtka
VP Operations, US at RTB House
Website Address: www.rtbhouse.com
On “Marketing for Your Future,” our host speaks with experts within the marketing community about the future of the marketing industry. This week our host speaks with Gary Burtka from RTB House. To learn more check out www.rtbhouse.com
What is the biggest change in marketing that you see coming in the next 2 years?
Deprecation of 3rd party cookies. This will have an impact on everything from reach, to relevancy to measurement for advertisers.
What is one tip that you would give when it comes to digital marketing?
Make sure that you have strategic tactics that can focus on each segment of the marketing funnel from visit to completing a purchase or a booking. You need to value each stage differently so that you can balance new customers vs retention. If you can find 1 vendor that can support all areas of the funnel it often makes for less cannibalization of marketing budgets and easier justifications for marketing investment.
What is something in your career that you learned from by making a mistake?
Your best customers may not always be who you would expect. You may think that the demo of your traffic that is the most engaging is the most profitable, but it is not always the case. So be careful when testing demographic targeting against personas of perceived top customers.
