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Jeff Layton: It seems over the years I've noticed a real change in online marketing. I had banner ads at one point. Nowadays, on my mobile phone it knows where I'm at and it might give me advertisements based on my location. Or Google, if I do a lot of searches, next thing I know I'm getting ads that relate to that. Do you have any idea where are we going next? Lorrie Thomas Ross: I think what you're referring to is sometimes it's the targeting, based on the content whether you're on a social media, thing, whether it's like Facebook or something, and it's targeting or trying to target based on your location, your age, what content is on your site.
Or if you've visited website, sometimes you're retargeted, and the ad will follow you, whether it's a text ad or a banner ad, until you take an action, or if you don't take an action after a certain number of times, that following goes away. I really see the future is actually not-- there's always going to be new technologies. The only constant with online marketing is change. There will always be something new, and I've got started in the industry in 1999 selling banner ads. So, it's you know I've gone through Dotcom Boom and the dotcom bust. I have seen a lot. I think what's going to happen is the future is going to take a giant step back, and it's going to move really into the peer-to-peer, people-to-people type of marketing where we're just getting more and more human online.
And consumers are making choices based on what is convenient, and convenient isn't just location or price. It's really where their hearts are going. And so, I see, you know, with the future of mobile and texting and social media, I see the organizations that are winning, the ones who are really doing marketing from the inside out, from the heart. Jeff Layton: What does that exactly mean? Lorrie Thomas Ross: It means that it's not the technology necessarily. It's the authenticity of the organization and realness. It's you know not having a lot of robotic type of execution, but messaging that's not only on- brand, but on-purpose.
And that purpose can be right targeting, the right messaging to someone, the right value proposition. At the end of the day we make our purchase decisions based on want, not just need. And who do we want to support? People that provide us value, with marketing themes that are bigger than their brand and bigger than their business. We don't want to go online and get a bunch of messages about why this company's great? Why companies are so great? It's all I want to see is what's in that for me is the true message in online marketing. And so the organizations that can really get to the heart of that and do execution that's supporting that and using a diverse marketing portfolio, they are the ones that are going to win.
We always say in marketing that you want to tell them, tell them what you told them, and tell them one more time. And so that can be done through video, through website content, online press releases, search ads, and more. Jeff Layton: Lorrie, thank you for joining me today in this conversation. Lorrie Thomas Ross: Thank you. Jeff Layton: And thank you for joining here at Lynda.com.
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