Dan Lagani is President & Chief Revenue Officer of Diply. Through 1,000+ engaging, shareable original videos and stories monthly generating 5B social impressions, he is helping Diply redefine how brands engage consumers online through innovative programmatic and branded content programs. An authentic and engaging leader, Dan is one of a small handful of executives to effectively lead, grow, and transform both top digital and traditional media companies. Profiled in the New York Times and Wall Street Journal, his impact on businesses, brands, and teams has resulted in new revenue models, record profits, award-winning websites, television programs, and live consumer events at Diply, Glam Media, Better Homes & Gardens, Reader’s Digest, the Condé Nast Bridal Group, and Women’s Wear Daily.
Ahead of his presentation at the Chief Marketing Officer Summit, taking place this May 24-25 in San Francisco, we sat down with Dan to talk all things marketing, from social media to customer journeys.
Marketing leaders have had to adapt time and time again in recent years, for you, what has been the biggest change?
Engaging today’s consumer demands a deep understanding of social platforms, mobile, and video. Nowhere has this change been faster and more profound than how consumers discover and engage with content. Built at the intersection of these three massive trends, Diply has quickly emerged as one of the world’s leading social entertainment publishers and a Top 10 Lifestyle media property in America since its founding in late 2013.
What approach have you taken to social media and how are you measuring your success? (brand awareness, clicks, shares etc.)
Diply was born as a native social publisher. Through the lens of 1,500 original videos and stories each month published directly to social platforms and generating 5B consumer impressions around the world, Diply measures success through both reach and engagement. In March, Diply consumers watched more than 1.2B videos on Facebook alone accounting for over 12 millennia (that’s 12,040 years!) spent with its content during the 31 day period.
How are you tracking your customer's journey and have you seen a change in browsing behaviors? (e.g. move to mobile, two-screens, etc.)
The only disruption greater than consumer’s use of social media, is the rise of mobile and increased consumption of video. It likely will come as no surprise, but social media and video viewing are the two most popular online activities, together accounting for more than a third of all internet time. As a millennial-focused media company, everything we do is mobile first and every month 90% of all our consumer engagements are on a mobile device.
How do you maintain brand loyalty and meaningful engagement in the over-crowded digital space?
The pace of change in digital media and marketing is only getting faster, putting ever more pressure on CMO’s to stay up-to-date on the latest innovations in areas like online video and social content discovery. However, one thing that doesn’t change is the importance of scale. In a world saturated with nearly 1B websites - the holy grail for brands is a combination of data-driven targeting and scale. Using a benchmark of “Targeted Scale” will help ensure that brands continue to increase consumer engagement and loyalty regardless of what innovations come next.
What do you foresee to be the biggest area of growth in marketing through 2017?
Beyond the continued consumer growth of social and online video on mobile devices, the area that should occupy more of every brand marketers day is ensuring that every media and agency partner is transparent about delivering Real People, The Right People, and The Right Engagement.
You can hear more from Dan, along with many other industry leading marketing executives, at the Chief Marketing Officer Summit, this May 24-25 in San Francisco. To see the full schedule, click here.