As Director of Social Strategy, Jon Mottel’s oversees the social products and offerings that Undertone provides to its clients and the teams that make this work come together. He works closely with teams across the organization, ensuring Undertone is using all facets of our organization to deliver best-in-class social products and services.
We sat down with Jon for a quick Q&A in anticipation of Undertone’s upcoming thought leader experience, held in partnership with MakeMeReach. The event, “Synchronizing Your Social: Delivering the Right Creative,” will be held on October 9, 2018.
Undertone: How long have you been at Undertone?
Jon Mottel: It will one year at the end of October.
UT: What is your favorite thing about Undertone?
JM: The organizational appetite to push the boundaries and try new things. Our narrative of synchronization requires a different approach to how we present ourselves in market, and the swiftness with which we’ve adopted it and how effective it’s been has been really exciting to see.
UT: What has been your biggest challenge while working here?
JM: I’ve spearheaded our work in connecting the dots between Undertone and social. Because we are all about providing brands a synchronized ad experience, we have to not only think about social for the products and solutions we bring to market, but also the management, optimization, and reporting of our campaigns. Making social a prominent offering at Undertone has been both challenging and rewarding.
UT: Where do you see the future of social media marketing heading?
JM: I think creativity will be at the core. Post-Cambridge Analytica, we’ve seen a rollback in the sophistication of data targeting, and I don’t see that coming back any time soon. With less sophisticated options for targeting, it will be more important than ever for brands to be super compelling in their creative strategy and use the space to connect with consumers in innovative ways.
UT: How has the role of social changed in the past few years? How has that informed your role at Undertone?
JM: Social ad spend has grown exponentially in the last few years. As social advertising has grown in importance, brands and agencies have become less likely to outsource their social investment to third parties; this reality has shaped our go-to-market product strategy, driving a truly flexible offering tailored to client needs. While we’re more than happy to do the heavy lifting of a social campaign at a client’s request, we also license the MakeMeReach platform to clients in a SaaS model, so they can use our technology from their side to personalize their campaigns.
UT: What smaller platforms do you expect will do very well in the near future?
JM: I know they’re not small by any means, but I’ve been really impressed with Snapchat’s advancements in the past year from an advertising standpoint. The data partnerships they’ve secured, new ad products they’ve released, and new ways they’ve introduced to buy and optimize campaigns make them a serious competitor with Facebook and Instagram for social ad dollars.
UT: What is the best thing about getting to work with the MakeMeReach team?
JM: I think it’s their collaborative spirit and eagerness to partner together on initiatives large and small. I’ve been really appreciative of the support they’ve provided my team in getting up to speed on not just how to use their platform (an excellent, intuitive social ad management platform), but on how to pitch it and convey its unique value proposition to our clients. Their guidance has been incredibly helpful as I’ve defined my role within the organization.
UT: What are you most looking forward to discussing at the thought leader experience on October 9?
JM: I’m really excited to get to hear different perspectives on what’s working and not working for other brands. Our goal is for everyone to take away some tangible learnings they can apply to their day-to-day, and I hope to be able to say that as well.
To be a part of this engaging thought leader experience, join Jon on October 9 at The Standard, East Village. Apply to attend here.