There’s no easy way around it, so let’s start here: right now, the supply chain is a complete and total mess.
From semiconductor chip shortages, to truck driver and food service worker shortages, to clogged ports, to the COVID-19 pandemic that’s still ravaging countries around the world, there is certainly no shortage of causes for today’s supply chain bottlenecks. Meanwhile, customers are flush with cash and looking to spend—normally a blessing to businesses, but somehow now a source of even more headaches. The result: demand is still high, consumer confidence is once again creeping back up, and the upcoming holiday season is poised to turn this supply chain crisis into a full-on shopping nightmare.
Brands are doing their best to navigate the chaos. Retailers like Amazon, Target, Best Buy and Wal-Mart are all encouraging customers to do their holiday shopping early this year with Black Friday-level deals premiering in October and early November. But even with this unprecedented effort to encourage early gift-hunting, higher prices, limited inventory and shipping delays are still looking inevitable. And, for many businesses, the supply shortages appear destined to last well into 2022 (or even beyond).
In the face of dwindling inventory and facing the wrath of customers who’ve grown accustomed to a certain level of convenience and “on-demand” living, many brands are starting to ask themselves a perfectly reasonable question: if we already don’t have enough products to sell, should we scale back our marketing efforts?
While this tactic may seem fairly logical on the surface, there are actually a number of reasons why businesses would be wise to continue advertising throughout any supply chain crisis. Let’s take a look at four of the best reasons to maintain your advertising levels in the months ahead:
The first reason is, perhaps, the most obvious: if you want your brand to stay top-of-mind in an increasingly competitive landscape that’s full of both traditional retailers and low-overhead online disruptors, you’ll want to keep advertising. Maintaining uninterrupted marketing efforts can help your brand preserve (or raise) its status in the form of brand recognition and encourages ongoing brand loyalty. That way, when supply inevitably returns, so too will your customers.
Several major brands have already embraced a “don’t slow down” approach for this very reason. The Wall Street Journal recently noted that, while some businesses plan to cut back their advertising efforts amidst the global supply chain crisis, many are reticent to make cuts to their marketing budgets—and risk an ensuing decrease in brand visibility and market share—in a world with sky-high demand.
Companies like Procter & Gamble (regularly among the world’s largest advertisers) have said they have no plans to cut back on advertising, and even automakers like GM plan to have a “hearty media presence” despite the semiconductor shortage that is wreaking havoc on supply in the auto industry. Most brands would be wise to follow their lead.
No physical products? No problem! Now is the perfect time to draw attention to your digital presence. Whether you’re an online-only service-based business or a mom-and-pop retailer with a brick-and-mortar storefront (or anything in between), this is a perfect moment to create and run ads focused on your app, website and/or virtual offerings.
Many businesses invested heavily in their digital capabilities after the onset of the COVID-19 pandemic, and now is the time to showcase those improvements to an eager audience that’s grown increasingly interested in a seamless online experience. Digital ads that link directly to your app or website can take customers right to your virtual storefront, where they can see for themselves (without ever having to leave the comfort of their living room/bed/bathtub/etc.) just what’s in stock, or even add their names to a waiting list for whenever your inventory does return. All said, it shows how even in a less-than-ideal supply chain situation, you are still there for your customers and creating as frictionless a buying experience as possible.
Even if you are short on inventory, you should still be high on brand. While you may not want to run as many ads encouraging people to run (not walk) to the store to pick up your latest offering, you can (and should!) still be running ads that demonstrate what your brand represents. In fact, the supply chain crisis actually presents brands with an opportunity to advertise their values—something that can resonate particularly with Millennial and Gen Z consumers.
According to Basis’ own research, most Gen Z consumers say they want brands to share their values, follow ethical standards, and do good for the world:
More than two-thirds of Zoomers “expect brands to contribute to society,” and 61% say they would pay more for products that are produced in an ethical and sustainable way. This can’t just be window dressing-type stuff, either—it takes more than updating the banner image on your social media profile to, say, a Pride-themed logo every June to demonstrate your values. Gen Z is too digitally-savvy for anything that’s purely superficial, and they will call you out on our own feeds if they smell something inauthentic (or worse, if they can prove ideological inconsistencies or contradictions).
What’s more, demonstrating a commitment to these values will help your brand stand out from the crowd: a recent study found that only 39% of brands are trusted in North America and 71% of consumers have “little faith” that brands will deliver on their promises. At the same time, 64% of all consumers say they prefer buying from companies with a reputation for purpose as well as profit, and more than half are willing to pay more for a brand that takes a stand. Don’t just espouse values in ads and tweets—but instead, demonstrate your commitment to them by taking action. Do that, and reap the benefits—especially with Gen Z.
Running ads that showcase your brand’s commitment to ethical and sustainable values can boost your reputation among key audiences and increase the odds you’ll stand out in a crowded marketplace.
In the wake of The Great Resignation, industries of all kinds are facing talent shortages. Re-allocating part of your marketing budget toward ads that highlight job openings and draw attention to your corporate culture can put your organization in a position to emerge from the supply chain crisis at full strength.
Recruitment marketing helps promote your “employer brand” and can get potential hires into recruitment cycles that are not dissimilar to the sales cycles your marketing team uses to attract and nurture new customers. What’s more, when executed most effectively, these recruitment ads can also help position your brand in a positive light for your target customer audiences—in other words, it’s a win-win.
By continuing to advertise during a supply chain crisis, you will set your brand up for increased success once we reach the other side. By making minor adjustments to your strategy, using some new creative, and focusing on things like brand recognition, digital offerings, company values and hiring needs, your brand can make the most of the moment.
Of course, as you run your ads, you’ll want to make sure you’re reaching the right people. Check out our guide, Beyond Third-Party Cookies: Your Guide to Overcoming the Identity Crises, to learn more about the latest identity solutions for the ad tech industry.
In today’s on-demand world, consumers often value ease and convenience above all else. People increasingly base their decisions around whatever option requires as little friction or effort as possible. Current shifts in technology—be they small or seismic—demonstrate the embrace of this trend as people spend more time with screens, services and systems that simplify their lives.
In our 2022 trends presentation, we’ll highlight how a world averse to friction is reshaping tomorrow’s opportunities for marketers.
Basis Technologies’ Noor Naseer and Kaitlin O’Brien will dig into four key trends:
At Basis, we know that keeping up with trade pubs and latest trends can be tough, not to mention time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
A Q&A with Author and Metaverse Inventor Neal Stephenson [:09]
There's been lots of buzz about the metaverse lately, but the idea has existed since 1992, when science fiction author Neal Stephenson coined the term in his novel Snow Crash. In this Q&A, Stephenson has some choice commentary about the future of a VR-enabled metaverse, i.e.: "The idea that we’re all going to be so freely moving about in a planet-sized environment, I think is still a long way from being realized.” He also shares his view on the current and future state of social media: “You are the product.”
Facebook Knows Instagram Is Toxic for Teen Girls, Company Documents Show [:23]
In the non-meta social media world, this long-form WSJ article delves into what many have come to realize: That the artificial lives we portray, the filters employed on photos, and the algorithms that surface interesting content across social platforms are unhealthy. Advertising has played a role in supporting this, but can also play a role in helping to fix this serious issue.
Inside The Unredacted Antitrust Lawsuit Against Google’s Ad Tech Business [:08]
A multistate suit against Google that alleges anticompetitive ad tech policies and collusion with Facebook to rig the digital ad market has been released nearly redaction-free. AdExchanger provides some highlights, including take rates of upwards of 40% and slowing down the load time of non-Google served ads.
TikTok Hits 1 Billion Users [:01]
In just over 5 years, TikTok grew to over one billion users. Hit the link for a chart showing how long it took other major social platforms to reach one billion. This growth is despite enormous pressure from regulators around the globe and increased competition from copycat products. The platform has impressively marketed itself, and quickly become a destination to drive high visibility and sales.
Hollywood’s Next Billion-Dollar-Brand Builders [:12]
The original influencers—actual celebrities—are lending not just their star power and funds, but their creative abilities to build brand empires. From skin care to tequila, Jennifer, Ryan, Gwyneth, Dwayne, and many others are not just A-list celebs, but A-list celebs adding authenticity to new disruptive brands.
The Art of Rebranding for the Digital Era [:08]
This AdWeek write-up tackles rebranding, specifically around updating logos for digital-first (really smartphone-first) environments and how a minimal, sometimes retro feel can (un)ironically make an established brand feel fresh. Ornate and elaborate logos can get lost in a sea of content, and may not allow a brand, like Velveeta, to evolve as a “lifestyle” brand.
PS: Did you hear that Centro rebranded to Basis Technologies? And is now a technology lifestyle brand for more than just marketers?
Forrester 2022 Predictions [:15]
Forrester has released their 2022 guide of predictions, envisioning the rise of the Chief Trust Officer, bias bounties, decentralized digital identities, and more.
U.S. Advertising Employment Rose by Only 1,000 Jobs [:04]
Employment in advertising, public relations and related services increased by just 1,000 jobs in September, the smallest job gain since the spring. For the overall economy, U.S. employers added 194,000 jobs, the weakest employment increase this year, according to the monthly employment report from the Bureau of Labor Statistics.
Agencies are watching staffing levels closely. Even before the COVID-induced recession began in February 2020, ad agency employment had trended downward from the record high of 208,800 jobs reached in 2018.
Basis Technologies (formerly ‘Centro’) has been positioned as a Challenger in the recently released 2021 Gartner Magic Quadrant for Ad Tech. In the four years it has been available for marketers, Basis Technologies’ platform has been included in the 2021 Magic Quadrant and its associated Critical Capabilities for Ad Tech report for two years in a row.
One of the most influential analyst firms for the marketing technology industry, Gartner and its analysts offer unbiased views and evaluations. The Magic Quadrant is a report Gartner publishes for various market segments. The report for Ad Tech offers visual snapshots, in-depth analyses and actionable advice that provide insight into a market’s direction, maturity and participants.
Gartner defines, “the Ad Tech market as technology for managing digital advertising across channels, including display, video, streaming TV, mobile, social and search with functions for campaign planning, media buying, analysis, optimization and automation. Ad tech can be used by buy-side and sell-side agents; with this evaluation focusing exclusively on buy-side.”[1]
Regarding the report, Gartner states that, “Digital advertising continues to be a top marketing strategy, despite uncertainty about the future of its underpinning technologies. As ad tech vendors scramble to adapt to changing rules and expectations, digital marketing leaders can use this evaluation to track evolving offerings.”[1]
Companies enter a rigorous evaluation process for the Magic Quadrant designed to qualify the technology providers in our market. Basis Technologies is one of the twelve companies included in the report. The Magic Quadrant for Ad Tech is available to Gartner customers here: https://www.gartner.com/doc/4007307.
Robust Automation
Our vision has been to develop the marketing industry’s most comprehensive, automated, and intelligent SaaS platform.
The Basis platform provides users with integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. It delivers a comprehensive selection of buying methods across all digital channels. For agencies and brands, Basis is a single system of record across marketing and advertising functions with connected tools that alleviate the reliance on separate point solutions. Basis helps to centralize both data and communication, as well as create efficiencies that enable users to focus on the strategic aspects of their business, empowering them to be more proactive with their clients and brands.
Our developments this year illustrate our well-rounded approach for helping customers become digital media experts. Some highlights in 2021 are:
More features are being developed for areas such as media workflow automation, programmatic buying, marketing analytics and more! Interested in a preview of what’s come? Learn more about how Basis helps manage your digital advertising and business. Connect with us.
[1] Gartner, Magic Quadrant for Ad Tech, Andrew Frank, et al, 25 October 2021
Gartner IT Glossary, “Magic Quadrant,” 2021. [https://www.gartner.com/en/information-technology/glossary/magic-quadrant].
Amidst industry challenges—from ongoing privacy regulations to the deprecation of third-party cookies and restricted use of Apple’s IDFA—marketers and publishers alike are seeking a sustainable solution for maintaining identity and addressability across the open internet.
In this Basis Institute webinar, learn what it means to build first-party relationships with consumers and why it is imperative to create an ecosystem built on trust. Join us and long-time Basis Technologies partner, LiveRamp, for a special presentation and discussion on delivering better business outcomes today without reliance on third-party cookies or device identifiers.
LiveRamp is recognized as a global leader in identity resolution, enrichment, and translation, connecting data across thousands of enterprises, publishers, technology platforms, data owners, and agencies safely and securely.
It’s been quite a month here at Basis. That’s right: we said “Basis.” On October 15, 2021, “Centro” officially became “Basis Technologies.” The change signifies our longstanding mission to develop the leading cloud-based workflow automation and business intelligence software platform for marketing and advertising.
Standing behind that commitment is a team of 850+ employees working hard to lead our industry into the future. So, what does all the recent excitement mean to them? To find out, we asked some of our amazing employees to share their thoughts about this rebrand, the industry, and the future of our company.
Q: What does Basis Technologies (the company) mean to you?
Bridgette Armstrong (VP, Client & Media Services):
If I had to describe Basis Technologies in one word, it would be home. The company culture is unmatched—each person shows up every day bringing the best version of themselves, and they show up the next day trying to make their best better. We are a family who genuinely care about one another’s passions and treat each other as humans above all else.
Jonah Rosenberg (Senior Director, Software Engineering):
Basis Technologies has given me so much to me over the past 6 years—great growth opportunities, support/flexibility, and amazing friends/teammates. I can confidently say the good-natured and high-caliber people here truly make this a special place to work.
Mike Olson (SVP, Client Development)
This organization means more to me than most would realize. I’ve been a part of this company for 34% of my entire life. Not adult life—entire life. I’ve met life-long best friends while working here, experienced hyper growth both personally and professionally and, to put it bluntly, Basis Technologies has made me a better person.
Q: What does this name change represent to you?
Bridgette Armstrong:
Changing our name to Basis Technologies represents our promise to our employees and customers—we will continue to focus on building the most user-friendly, capable software platform to enable the betterment of the industry.
Jonah Rosenberg:
Changing our name to Basis Technologies solidifies our commitment to being a “tech-first” company. I’ve long seen the investment in our technology while building Basis Platform; however, there was always some level of uncertainty until we could prove out its value in the market. Now that we’re watching the platform shine, I’m excited about this opportunity to continue growing into the newest phase of the company.
Mike Olson
Rebranding to Basis Technologies shows we are a technology-first organization. This is an important step as we continue to forge the path for automation in the digital advertising industry. Too many times, I still go into sales calls and someone says, “Oh, I know Centro. You guys do the local thing, right?” Basis Technologies shows our maturity in building best-in-class software applications to improve the lives of people in our industry. It’s a monumental step forward to stay aligned with the direction we are going.
Q: What are your feelings about the future of our company?
Bridgette Armstrong:
There is so much to be excited about when thinking about Basis Technologies! Our product team continues to evolve Basis based on our user’s needs, and our services team continues to advance our client strategies based on the everchanging digital ecosystem. Each day brings a new opportunity for us to showcase new thinking, whether it’s through our workflow software or our creative media recommendations.
Jonah Rosenberg:
I’m incredibly optimistic about the future! We have so much more to build that will have a positive impact on our customers and our industry. The early days of Basis were about figuring out what we needed to bring the platform to market. Looking forward, I’m excited to work on features to continue providing more and more value back to our customers by increasing intelligence and automation capabilities in the platform.
Mike Olson
Extremely bullish. Why? The 3P’s: People, Processes and Product. We kick (butt) at all three. It’s very clear. We are going to the MOON!!
Q: What are your feelings about the future of this industry and Basis Technologies’ place in it?
Bridgette Armstrong:
As we’ve all seen over the last year, one of the biggest hurdles the advertising industry is facing (along with many other industries) is employee retention. I don’t see this issue subsiding anytime soon.
Having access to Basis gets our team out of the mundane tasks and gives them the opportunity to focus on more strategic tasks. This leads to happier employees and higher retention rates. If you’re in the digital media industry, this platform will truly change the way you work, and we all know that happiness in the workplace bleeds into your personal life as well. So, I guess you could say we are making the world a happier place!
Jonah Rosenberg:
As the years go by, the ad tech industry only continues to get more complex. Basis has always been about abstracting away that complexity for its customers while still taking advantage of the opportunities that the industry has to offer. I’m excited and confident that as we continue to grow our team, we’ll be able to rapidly expand the Basis feature set to activate additional opportunities within the industry while keeping overhead low.
Mike Olson
The future of this industry is as tumultuous, fragmented and disparate as it has ever been…and it’s only getting worse. Every time something new emerges—be it hardware, software, devices, mediums, channels, etc.—there will be companies sprouting up looking to build an advertising practice around them, creating never-ending fragmentation.
On top of that, the government desires to limit data collection, and Google, Facebook and Apple are always changing the game, which hurts the smaller companies. This also means we work in an industry that evolves and changes at one of the highest rates on the planet, while roughly 20% of industry employees are flat-out leaving the entire industry.
As for Basis Technologies, our mission has never wavered. So long as we remain dedicated to improving the lives of people working in this industry, we will continue innovating, evolving, and growing into one of the largest companies in the space. The sky is the limit, and we are JUST getting started!
New Climate Voices’ partnership with Centro (now rebranded as Basis Technologies) illustrated how digital advertising can shift opinions on climate change even among highly-skeptical audiences.
As lack of trust in media, institutions, and science seems to steadily increase, the challenge of overcoming these divides feels daunting. This is the challenge that New Climate Voices has taken on. The organization was launched before the 2020 election cycle by conservative leaders from the science, faith-based and government communities with the mission to drive conversation, generate critical thinking and change opinions among conservatives who are skeptical around the causes and impacts of climate change. Basis Technologies was engaged by the organization to design and execute a digital campaign to shift the opinions of these specific audiences on this important topic.
Together, we devised a one-month video-centric campaign in select congressional districts targeting climate skeptics. To bring relevancy and trust to our skeptical audiences, creative messaging appealed to conservative voters by featuring credible, high-profile conservative voices who both believe in the reality of climate change and want to mitigate its damage. We utilized sophisticated data models for targeting to reach persuadable audiences and those identified as moderate climate skeptics – neither believers nor deeply-entrenched deniers. Success was measured by monitoring opinions and views pre- and post-campaign amongst controlled and exposed audiences in a rigorous research program designed and executed by Wick, a technology-forward opinion-research firm that is a leader in emerging research methodology.
The campaign generated a 10.7% Lift in ‘Climate Change Concern’ and a 7.4% reduction in ‘Climate Change Denial’ among targeted conservative voters. New Climate Voices and Basis demonstrated that delivering a precisely targeted audience thoughtfully crafted messages from influential peer voices in a visually engaging medium, at effective frequency levels is a successful recipe to affect and drive perception.
Here are four impactful campaign elements.
Trust-Worthy Messaging: Establishing trust and educating audiences on relevant data points are vital elements in a communication strategy to shift opinions on contentious topics such as climate change. To increase perception with conservative and moderate voters that climate change is happening, humans caused it, and it is cause for concern, New Climate Voices created a series of videos for conservative voters utilizing authoritative spokespeople aligned with their values. A U.S. Air Force General, a Climate Scientist who is also an evangelical Christian, and members of the GOP were leading ‘voices’ on this campaign.
Persuadable Audiences: We wanted to reach moderate climate skeptics -- those designated as “cautious” or “doubtful” according to a Yale study, who could be persuaded with the right messaging. To reach this audience, Basis identified swing districts with a high concentration of voters who were doubtful of climate change. Leveraging voter file research and climate non-believer modeling with audience data partners L2 and HaystaqDNA, we identified a middle range of voters that were neither believers of climate change nor hardened deniers. Using the voter file, custom modeling segments were created for media targeting as well as polling research.
Frequency and Sequential Retargeting: The campaign delivered long and short-form videos and retargeting display ads speaking directly to conservative values. Message frequency averaging 7+ views per voter during the 4-week flight ensured adequate exposure to influence and change perception. Rotation of creative units was dictated by pre-campaign message testing in efficacy, with sequential retargeting and strategic messaging frequency building the story of climate change.
Smart Measurement : A polling research study designed and conducted by Wick measured both pre-post and treatment-control groups. A mix of collection modalities including IVR polling to landlines, text message to cell phones, and email/online panel was used to abate mode bias and maximize response rates across demographic groups. Prior to launching the advertising campaign, a treatment group and a randomly assigned control group were surveyed to evaluate awareness of and opinions about climate change. They were surveyed again after the advertising campaign to measure “Absolute Lift,” a method considering news coverage or other outside forces that may have affected the audience’s views during the campaign flight.
Digital channels are an effective way to influence voters. Among targeted Republican voters, the campaign resulted in a 7-percentage-point increase in belief that global warming is happening, a 10-point increase in understanding that global warming is human caused, an 11-point increase in global warming issue importance, a 13-point increase in worry about global warming, a 12-point increase in perceptions of personal harm, and a 16-point increase in perceptions of harm to future generations.
Opinions can seem deeply entrenched, but this effort demonstrates how a thoughtful approach to messaging and precise targeting can move the needle. When legislation and elections can be decided by very narrow margins, the difference between winning and losing could come down to how campaigns affect perceptions.
Basis Technologies’ Candidates + Causes Group has been driving perception on the most prominent public issues for more than a decade. Our technology and services have been trusted by agencies and consultants in politics, public affairs, and advocacy. We’ve collectively worked with 1500+ political campaigns and independent expenditure committees, and 2000+ issue advocacy advertisers over the past 15 years. Reach out at info@basis.com to learn more.
It’s never easy to say goodbye to something we’ve owned or worn for years, to something that’s comfortable and familiar, to something that holds so many memories, and has become a part of our identity.
Centro, our company name, is one of those things to me. The name holds the memories of highs and lows, challenges and struggles, collective successes, and personal failures.
Centro began on this day, October 15, twenty years ago. I didn’t have experience in building a company; just a dream and vision on how the right software could have a huge and positive impact on the global media industry. Seamless processes, better organization, increased intelligence, enhanced collaborations, etc. -- we had an opportunity to improve the overall health and well-being of our industry.
It also began with a parallel vision for a better corporate culture – with a leadership framework that understood that success is always predicated on the quality, character, intelligence, and ethics of the people it could convince to join its mission. “Lasting success can only be achieved through dedication to growth and well-being of the individual, not the corporation,” I wrote in late 2001.
Life, at times, invites us to let go of the comfortable and familiar. It sends signals, in the form of opportunities, to shed our conches and try a new and oversized shell that gives us more space to grow on our life journey.
After twenty years, we (Centro) are officially changing the name of our corporation to Basis Global Technologies.
This change signifies our longstanding commitment and mission to develop a leading cloud-based workflow automation and business intelligence software platform for marketing and advertising. We are committed to providing our customers software and services that:
Our Challenge
Over the past twenty years, our industry has become more complex and disconnected. This has created undue strains and burdens on marketing organizations and teams leading to higher labor costs, increased workforce turnover, deteriorating unit economics, decreasing levels of customer service, lower efficacy of paid advertisements, reduced gross margins, and declining profitability. As new channels and formats are introduced, new supplemental and peripheral technologies and solutions are brought forth, creating a need for new skillsets, guidelines, rules, and standards for marketers to consider and implement.
Additionally, post-pandemic, we’ve been hearing about media companies experiencing massive shortages of workers and talent, leading to a cascading amount of work, stress and exhaustion for those in our industry. It is enormously difficult to run an efficient, happy, healthy, and fast-growth business when dealing with this amount of complexity, disconnection, and operational chaos spread over an insufficient supply of talent.
I believe this is our industry’s No. 1 problem. Until we solve the issue of compounding complexity, increasing disconnection (people, processes, and platforms), and a shortage of skilled professionals,
our industry will continue to degrade and the greatest asset we have, people, will continue to leave.
Industry Talent Crunch
A common solution is to add more talent. However, talent is becoming harder to find and increasingly more expensive. This leads to a spike in personnel costs and a corresponding reduction in profitability. Among advertising agencies, given current trends and the downward pressure on agency fees, there are numerous drawbacks to this strategy. The tangential talent solution is outsourcing or offshoring. In this industry, it’s referred to as finding bodies who can “handle your mess for less.” However, offshoring comes with its own challenges including reduced transparency, higher error rates, geographic and cultural disconnection (on top of general disconnection), and international financial and legal complications. Additionally, the cost of labor is increasing in developing countries, offsetting the benefits.
Transformation Through Automation
Spending more time, energy, and money trying to recruit talent from competitors, investing in professional training of thousands of new workers, or establishing an offshoring and outsourcing practice does not address compounding complexity.
Instead, our industry can invest time, resources, and energy fixing the root of the problem so, as more digital elements develop (AR/VR/MR, service bots, holographic content, voice search, etc.), we can integrate them easily, seamlessly, and cost-efficiently into common processes while not adding stress and undue burden on the people we care about most: our employees.
Almost thirty years ago, professor, scholar, and author, Dr. Shoshana Zuboff, published the phrase, “Everything that can be automated will be automated,” which was later labeled as Zuboff’s First Law. She was ahead of her time.
The digital transformation of industries, focused mainly on the automation of work, is predicted to be one of the fastest-growing global sectors over the next two decades.
Our market needs automation. Professionals need a comprehensive suite of applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. I believe that reducing the stress, workloads, anxiety, and burnout among talent should be our sector’s top priority. Solving these problems creates a better, more enjoyable, more nourishing, and healthier industry.
This is the next chapter for Basis Technologies.
This established financial services institution wanted to create a digital campaign that built on their previous marketing efforts. The goal was for current and prospective members to apply for checking accounts and credit cards.
Transparency: The client did not have historical data of budget allocation toward working media.
Thought Leadership: Data-only reporting did not develop any insights or forward-thinking strategy. Also, no backend algorithms with optimization were in place.
Service: The client had no day-to-day servicing of the marketing campaigns and had ongoing team attrition.
Transparent Relationship: The Basis Technologies team educated the client on how to create significantly more efficient digital campaigns.
New Strategic Thinking: Basis Technologies helped to revise the client’s budget allocation to 55 different targeting tactics that explained behavioral attributes.
Raving Fan Service: Basis Technologies’ dedicated team provided a human touch and reporting insights during weekly in-depth performance reviews.
