Welcome to the inaugural edition of our FRESH Perspectives series. This series is designed to bring you top insights from VIPs, industry influencers, marketing leadership, and simply put, amazing people.
FRESH PERSPECTIVES: BRYCE ANDERSON, SAN FRANCISCO
Today, we're profiling Bryce Anderson. Born in San Francisco, Bryce is a Marketing and Sales wunderkind who launched and sold multiple businesses in his mid-20s before sharpening his focus to advertising, marketing & social media.
FRESH: TELL US ABOUT YOUR ROMANCE WITH FACEBOOK BEFORE FACEBOOK WAS FACEBOOK.
BA: Right around the time that Facebook launched Fan Pages (a long time ago, and yes I’m dating myself) also known as 'Business Pages,' I was running a lot of Cost-Per-Action (CPA) affiliate marketing campaigns. At the time, Facebook did not charge page owners to serve impressions to their own fans. If a brand posted an offer, it ended up in all of their fan’s newsfeeds.
It was a huge opportunity to segment millions of consumers based on their dating interests, brand preferences, lifestyles and hundreds of other targeting parameters. Putting relevant offers in front of our segmented owned-media, allowed us to rake in the conversions. It was incredibly lucrative. By the time brands caught on, we were well-positioned as social media experts and able to leverage our experience to start a social media agency, well before that term became popular.
FRESH: TELL US A LITTLE ABOUT WHAT YOU'RE WORKING ON THESE DAYS.
BA: Most of my time is split between helping brands find their voices and producing videos that are both authentic and shareable. Video’s popularity is skyrocketing, so the bar for attention-worthy video continues to climb. I help brands connect with their audiences better. I’m also developing new innovative customer acquisition strategies. Behavioral retargeting and responsive email funnels are driving impressive results for both small businesses and marquee brands. It’s fascinating stuff.
FRESH: WHAT ARE THE BIGGEST ISSUES MARKETERS ARE FACING TODAY?
BA: There are so many marketing channels to maintain and discover on a daily basis. There’s also a ton of data to shift through. These prolific channels and endless heaps of data make it difficult for marketers to know where to focus their efforts to drive the highest ROI. There is just an immense amount of content for marketers to absorb in order to stay sharp. It’s increasingly more difficult for today’s marketer to know where to start and what to concentrate on.
FRESH: WHAT THINGS DID YOU LEARN FROM YOUR EARLY BIG BRAND EXPERIENCE?
BA: Big brands are looking for customized solutions that accommodate their audience’s specific needs. They are not interested in cookie cutter ad campaigns. The research and development stage is critical. For agencies, the best way to help big brands is to listen and truly understand their business objectives. When you have visceral understanding of a brand, creatives are empowered to make award-winning campaigns that change the entire trajectory of the industry.
FRESH: WHERE DO YOU THINK MARKETING IS HEADED?
BA: Advertising has become insanely evolved. Today it's invasive and borderline creepy at times, but that’s the new normal, like it or not. Consumers will not even register an unintelligent ad. Millennials want conversations. The generation after them wants even greater specificity. Razor-sharp, targeted, personally optimized ads are today’s reality and the next generation of advertising. We’ve already seen it. Ads must keep getting smarter, or they will get lost in the noise.
FRESH: WHAT'S NEXT ON YOUR AGENDA?
BA: I’m doubling down on brands and marketing. I want to get deeper into telling stories that are worth listening to, worth sharing and have a positive impact on society. It’s an exciting time for brands as they are now able to truly connect with people. I’m looking forward to both watching and participating as this new era of fast-paced, uber dynamic advertising and marketing unfolds.