As media planners and buyers, we rely upon partnerships with media vendors, graphic designers, web developers, copywriters, SEO specialists, creative agencies and anyone involved in a client’s marketing effort. It takes a team-based approach to see our strategy come to fruition in the form of a thoughtful, professionally-executed advertising campaign. And so, from time to time, we like to profile our partners. Today, we’d like to introduce you to Marco Mottola of Trigger Digital.
Tell us a bit about Trigger Digital. What solutions do you provide to your clients and agency partners?
Trigger specializes in Display, Mobile, Facebook, Adwords, Retargeting and Native ad campaign set up. Within those categories we also offer IP targeting, Behavioral targeting, etc. We offer the full range of programmatic buying services. Our team partners with agencies who have solid client relationships and want access to digital media buying platforms. Typically, we operate on a white-label basis as part of the team.
How did you get into this line of work?
My partner, Ed, and I grew up in Alaska and both have ad sales backgrounds. The idea for our company was born when we noticed the need traditional and specialty agencies had when it came to digital advertising. Every traditional agency wants to be in the digital sandbox. But hiring a staff and building out the infrastructure can be a daunting, expensive and frustrating task. We saw this opportunity and decided to become a turnkey digital department for our partners.
What inspires you about what you do?
There is no better scenario than when we are looked upon as a resource and a trusted partner. We value transparency and trust. Our work always goes better when we are part of a solidified team whose interests are aligned and expectations are in-sync. Everything we provide to our partners is done in the manner we would want for ourselves. The digital ad space can be confusing and dark. We want to shine a light on it for our partners.
Help us get to know you a bit better. How do you spend your time outside of work? Have you had any unique life experiences that our readers might find interesting or unexpected that you’d be willing to share with us?
In my last year of college, I took a job as a Bear Guard. Basically, I led groups of archaeologists on treks through the Alaskan wilderness in search of signs of ancient civilizations. We’d walk miles each day through the middle of nowhere in search of the tiniest clue that a group of people may have lived in these desolate areas hundreds of years ago. Most days you end up with nothing, but eventually you’ll strike gold and find a small arrow head chiseled from a rock. The last time that artifact saw the light of day it was being used by a long-ago hunter to catch his dinner.
I think with advertising it’s the same thing: lots of searching for the right message, platform or offer. Lots of patience. Constant A/B testing where one word can make or break a campaign. All of this so that eventually you find that proverbial arrow head of a campaign that takes off. Then we can all eat dinner!
How would you describe your partnership with Richardson Media Group?
Working with Richardson Media Group has been great for us. Our relationship is still pretty fresh, but it feels like we’ve been working with each other for a long time. The types of services they offer and how Anne and Erica operate the business is exactly what we are looking for in a partner. We believe our organization is just what they were looking for, as well. It doesn’t get any better than that!
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