April has a special feeling around Response’s offices. That’s because during the past decade, our three-day event — Response Expo — occurs during the month or shortly thereafter. It’s the home stretch of a yearlong journey for our team to put together the best education, Expo Hall, and networking — boy, do our attendees love networking — possible for our more than 3,000 attendees. We’re ready, and we hope you’re ready to join us on April 25-27 in San Diego.
Speaking of journeys, if you read Response regularly — or have received any of our marketing for this year’s Expo — you know that we’ve spent much of 2017 focused on the consumer journey. Not only will there be a six-session track on the consumer journey at Response Expo — panels discussing the awareness, engagement, purchase, post-purchase, and advocacy steps, as well as a panel of consumers discussing their own journeys — but this issue features the fourth and final part of our series of features on the topic.
Consumers control of the marketing they see, hear, and interact with has made marketers’ jobs even more difficult. Every marketer in today’s omnichannel, cross-device universe continues to grow more concerned with connecting with consumers at the right time and on the right device in order to generate a hot lead or close a sale.
How does that happen? And where can marketers attribute that sale — to an ad viewed on traditional linear TV? To a Facebook ad? To retargeted email? The answer is — most likely — all of the above. But that doesn’t necessarily help marketers maximize their spend in the right media.
With that in mind, I highly recommend flipping to page 22 to delve into our cover feature on Monster Worldwide. Two of the company’s marketing leaders — Brian Costello and Chris Owen — are circumspect and thoughtful when they discuss their business’ efforts to take on these challenges first hand.
Owen is also on the speaker docket at Response Expo, as part of a panel on the explosion of programmatic digital video. We’re proud to say that we’ve increased the number of educational sessions for our 2017 event to 15, allowing us to nearly double the number of key marketing executives who will share tips, tricks, and more.
As a matter of fact, take a look at some of he companies that are slated to appear at the Expo and you’ll see that this isn’t your father’s performance-based marketing show anymore: Wix.com, MetLife, Nutrisystem, Vistaprint, Monster, eBay, Autobytel, Kiko Milano, Roadster.com, zulily, Prudential, Boingo Wireless, and many more.
The end of our team’s journey to hosting Response Expo means that you — performance-based marketing leaders, our readers and attendees — now have the chance to hear from leading experts about how they tackle the consumer journey. If you are in San Diego, stop me, say hi, and let me know how we did!
Thomas Haire, Editor-in-Chief