Claudia is a young entrepreneur born in Germany and based in Miami, Florida, who owns a video production company that has shifted its focus to create a video for a niche market: real estate. After studying at Parsons and The New School in New York, she advanced the business of the video production company, Giamaro, LLC.
She focused the company specifically in the realm of real estate marketing. She has seen a lot of real estate brokers and developers using SEO marketing and social media to capture customers, effectively and ineffectively. Claudia noted an opportunity to market specifically to real estate agents – so she has decided to focus her team on meeting that need by creating social media content for real estate agents, such as agent profiles and other tools that empower them online.
Claudia pays a lot of attention to how agents, developers and the entire industry use social media to advertise given the dynamism of Miami and its international culture. Here are her insights on programmatic below, especially as they pertain to video:
PA.O: From your opinion, how is marketing automation, data mining and the cloud – as in the hosting of all this content – changing the world of advertising?
Claudia Kryszalowicz: We are in a new era; we have never faced something like this before. This is a new step in how we use technology. I really think scientists and developers are giving us so much power in how we can use information and what we can use it for. I believe that with this technology we can create new segments.
In consumer behavior, you see a target audience – men between 25 and 30 who like Tesla, a very specific group. When you see the kind of searches they have, you can find the patterns that connect them with all the members of that demographic.
So you can tell, for instance, if they are interested in technology, sustainability, cars, reducing emissions or all of those different topics. When you see the big picture, you can see how they all relate together – but by putting all of these segments together.
PA.O: Say for instance, you had no idea that Tesla was the manufacturer of a green, emission-free vehicle, and you were looking for a Toyota Prius. You looked at Prius online, then Porsche, then Jaguar. There is an interest in hybrids and an interest in luxury. We’ll put two and two together and say you’re interested in luxury hybrid vehicles. Now we have this new interest category, created specifically for this type of user.
Claudia Krysszalowicz: Yes, I agree. Exactly.
Part of the development of technology like this has us able to identify specific behaviors and really illuminate sometime in the past how all behaviors were just contrived from demographic information. I think that is what is most interesting about the advances that we have in programmatic.
It’s that demographics don’t necessarily mean “these people” or a certain type of mindset or lifestyle. There may be someone who is 65 but really forward thinking – really into emerging technology and clean emissions. Programmatic takes out all of the demographics and puts in only their behaviors. To me, it’s a cross-section of interests. It’s very much more compelling than knowing if someone has just one interest. Also, it can track time, so you can know when it is the right time for contacting them.
If someone can be served an ad exactly when they are behaving a certain way I see that as compelling.
I see that [programmatic] creates so much transparency and freedom. When you have a group of people and you categorize them, you can sometimes have a prejudice.
Now, you can follow their interests, no matter how old they are. On the Internet, you are free to engage yourself in topics and move around – again, no matter how old you are. With technology like programmatic advertising, if they aren’t interested per se in Tesla, but in sustainability and want a new car, an ad pops up that recognizes their interests regardless of their “demographic” prejudice.
But something interesting to follow is that if a campaign is too targeted, does it influence your likelihood of buying a Tesla or not? How? How does that play out in the purchase process? That really is the question. But I believe that [programmatic] is the answer to the future.
Marketers are killing the beauty of SEO. It’s so limited now.
PA.O: What systems and thought processes are being changed by the advances in programmatic advertising?
Claudia Kryszalowicz: It will save a lot of time for people trying to reach products or services, like buyers for instance. This technology knows exactly what they are wanting, and it brings it to them. Those ads that aren’t geared toward them are completely removed. For sellers, it’s a genius platform. Now we can serve you everything you would possibly need.
Imagine we’re going to the store, and we see all the things that are truly interesting to us, not other products and services we aren’t interested in. You would never consume them because you’re not interested in them. We create an online store were you will be introduced to things that you follow. I’m sure you are familiar with Pinterest?
I don’t know how much of the same programming language we are speaking – when it comes to Pinterest and finding and placing things that you like. Perhaps the technology for Pinterest is a bit less new. But again, on Pinterest you can choose what you want, and those platforms analyze what you are liking. I don’t know how much access you get into what an online viewer likes, but I think pretty much it would act the same way. That would be really powerful for the future.
PA.O: Speaking of Pinterest and programmatic, how is digital advertising changing our culture?
Claudia Kryszalowicz: Online users will be more comfortable with advertising and see it as more convenient. They will trust online ads more. Let’s be honest, if we could take off all banners as consumers, we would right now. We don’t want to be involved with advertisements that we have typed into search engines and be stereotyped based on them, or be introduced to ads we have already viewed.
Everything is going to be smoother – let’s call it smooth – more neutral and more organic. I think people will be more open to those ads. Ultimately, if we ought something, we’ve heard about it from our friends. We’ve been introduced to a product or service in the past in order to purchase it in our future. So, I really believe the culture will be open to advertising. I believe that more and more creative minds are taking over, and the ads are just going to be a new form of entertainment.
I really believe that the right brain is taking over and that it is going to be stronger than the technology and data.
However, if we did not invest so much into the software, we’d lose a lot of business because again, if we as consumers could shut off all the banners, we would right now. But at the same time, we would prevent a lot of knowledge and a lot of new information – to mirror us.
This would ultimately be an annihilation of our culture.
I believe that if we are not confronted with advertising, it’s like sitting in a bedroom and closing the doors and shutting the windows and saying I want to be isolated. I don’t want to share anything about my life, about products, about anything with anyone. This is not going to happen though because we are creating technology that is trying to slowly and organically reach and annoy us, but draw us in!
PA.O: I like how you said that – like it could almost become entertaining.
Claudia Kryszalowicz: Yeah, right now I am selling real estate with my videos, and I see that shift. I see how people get emotionally attached to advertising and content in strange and subtle ways. I haven’t seen this much excitement in the real estate market for a very long time. Currently, I live in Miami Beach, and I see how investors and developers are coming from all over the world to build and advertise here. They are building 44 new developments on the beach this year alone. They are making all new videos and advertisements. When I see the campaigns, I see the residents of Miami Beach don’t understand what is going on because it is so much for the international buyer.
I’m running a blog right now to educate the residents of Miami Beach and Miami on what is going on. I’m trying to interview and help them. I’m telling you this because I see a comparison – people just produce advertising. They don’t understand when there is no relationship. I am trying to create a relationship with my insights with what is going on. That is good for the local people who want to buy here and gives them the information organically. I have seen the need. All of the production, everything needs to be relevant to the end consumer.