In the digital age, advertising and marketing has pulled away from TV and embraced more experiential and cross-platform content. As consumer media habits change, advertising and marketing methods must adapt, and with today’s 24/7 content expectations, the end result has to reach the consumer authentically and at all times.

Cedric Lourie, Director of Digital Development for FreedomPay, follows how digital media continues to develop creative methods of advertising and, on the podcast, he unpacks what is worrying marketers in today’s content-driven climate.

Lourie calls digital media “the norm,” and said that in today’s world if a business does not go digital through outlets like social media, then that business will be left behind. The potential obstacles faced by businesses include privacy concerns and advertising fraud, among others, but the hardest to avoid is changing consumer habits. That piece of the puzzle directly impacts where marketers aim their content to. All of these, Lourie has seen, have kept companies’ messages from getting to their intended targets.

“Dollars lost due to fraud were near $16 billion in the U.S. alone, which is just second to the drug trade,” Lourie stated.

Consumer expectations are also high. They want personal experiences, and since everyone is different, this means advertising needs to become more customized. Lourie points out how brands that can ingrain a feeling of personalization have become most successful.

One tool alleviating the pain point of trying to reach customers everywhere in an authentic way is FreedomPay’s Decision Point Network, a point-of-sale software that can help businesses reach multiple consumers effectively and up-sell in a way that doesn’t turn the customer off to their retail experience. Lourie dives deep on the podcast to explain how the software is opening new doors to the customer, and what effect these subtle content pushes have on the brick and mortar experience.

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