I bridge the gap between marketing leadership and execution teams; ensuring business goals are reflected in the campaigns the world sees. I’m passionate about measurement and focused on making every marketing dollar work as hard as possible for brands.
With all of the changes in privacy regulation, technology, and consumer sentiment around ads/tracking, many of the once tried and true ‘best practices’ and growth hacks are irrelevant. These changes are compounded by the continued presence of historical challenges. Namely, last click attribution and the mile high wall between brand and performance teams. Yet I’m optimistic. In fact, I believe the changes happening right now are not headwinds, but tailwinds, and are helping to put the *marketing* back in digital marketing.
Why? Because we’re marketing to people, not devices or cookies. And people are influenced by more than media they can click on, and not every conversion attributed to media is incremental. The brands that build their digital marketing programs around these principles will grow, and the ones that blame iOS 14 and the demise of the third-party cookie will stagnate. This is the view I bring to my clients to ensure what happens in the trenches of ad platforms reflects the goals of the organization. Most often, this leads to conversations around measurement and the need for an objective, third party audit of performance marketing channels.
Truly one of my favorite things to do is talk shop, so don’t hesitate to reach out and start a conversation.
Company Details
- Employees
- 1
- Industry
- Marketing Services
- NAICS
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Advertising, Public Relations, and Related ServicesAdvertising AgenciesMedia Buying AgenciesMedia RepresentativesOutdoor AdvertisingDirect Mail AdvertisingAdvertising Material Distribution ServicesOther Services Related to Advertising
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Tom Leonard Consulting's categories are Marketing Services
