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Well I think it's a very interesting question.
I mean, when you look at social media,
social media is just data.
It's just a different form of data.
I don't know that we've cracked the social media
data just yet on how we absolutely quantify what
we know in social media and how we can use that
in any significant way.
And I think a lot of where the direction that
social's heading is in a place of learning
and exploration, and I think that's a very important part.
No one can discount that rich customer data is important.
But I think what's interesting more is what we're finding
in the social media space, like players like Air Miles,
which are basically being able to look at what is being
done from an engagement level in social media,
and actually relating it back to an increase and lift in sales.
So although I think customer data's extremely
important, I think where we're breaking
new territory potentially in the social media space,
I think is going to offer a lot of rich insights for us.
I definitely have to say that data is going to be
the driving force behind the future of marketing,
the amount of information and insight that we're
able to gather about individuals and the
context that we can put around that when we bring
in the element of mobile devices is really staggering.
But I also want to make the point that I think
that social media is going to become much more
of a source for that data.
So I feel like those two trends will really be merging.
Social media is just really starting to evolve
as a place where people are able to gain insights about.
Customers, when we again add that mobile layer to
that, that social and mobile layer of context
and personal information is really going to add another
level to the amount of data that we're already collecting
on a daily basis about consumers and stakeholders.
So I think the two will both be really important,
but social media more as a contributor
to that larger trend of data.
Oh, absolutely data, it is all about the data.
Social marketing is an important channel,
but we have to remember that that's really
what it is, it is a conversation, it is a channel,
but it's the insights that we can get from the data
that we collect through all different channels,
whether that is understanding who's
wanting a TV program, the data that we have from
the transactions that our consumers do, or some
of the conversations that they're having.
But at the end of the day it is the data,
and more importantly the insights that we get from
that that help us to know who is interested in what,
when and by what channels.
For sure I think it's going to be customer data.
If you really think about social media,
it's been around since the inception of the Internet.
People have been sharing information and content,
communicating, collaborating.
And while there have been numerous innovations
in social media, where we see the real explosion
in innovation is in data.
If you think about how much data was created in 2011,
almost two zettabytes of data were created.
That's more than 30 million times the amount
of information in all the books ever written.
So when you think about how to leverage that data
in terms of creating new experiences for users,
for creating seamless connections,
that's definitely going to transform
the web and marketing.
At this point I think they're intertwined.
Data has always and will always be king.
It feeds the decision-making in terms
of channel selection and segmentation and all that.
But social is so critical to how brands are engaging
with their customers today,
it's actually a source of data now.
It's feeding the data funnel.
So more and more you're going to see one without...
you know, you can't have one without the other.
Well I think they both play an interesting role.
It's kind of like information and execution.
You can't execute - especially with the number
of channels that we have out there today - without
having the information that allows you to
understand the context in which you have
to serve your messages to your customers.
There's two parts to that question.
Today I think the element that's having the biggest
impact on marketing is this whole concept
of social media.
How do we engage with our customers in that
environment, how do we listen to them,
how do we capture that information and action on it?
When looking at a longer term in the future of
marketing, data is going to be the bigger player for us.
Regardless of channel, regardless of where we're
integrating with our customers data,
we need to be capturing those moments of engagement.
We need to be interpreting that data,
and then using that data, leveraging that data
to re-engage with our customers.
So the long term, sustaining,
ubiquitous regardless of channel,
will be the data elements in our future.
I think that that's the power equation for our future.
I clearly would be in the camp of customer data.
It's not to say that social media isn't an
important form of being able to understand what
consumers are saying to you,
and it's not that social media has not
had a transformational effect on the way brands
need to be...
operate, given that it holds to them a higher
level of authenticity.
But customer data and the ability to understand
the customer at a differential level is at the root
of what I like to call enterprise loyalty.
And enterprise loyalty, in my view,
is the critical factor on how the vast majority
of companies are going to have to compete.
Understanding who the customer is,
understanding how they interact with your brand,
understanding how you would use that information
across the organization to enhance the product
or service that you're providing to them will be
the way that companies are going to have to think
about competitively differentiating themselves
in the future.
Social media.
I think customer data has and always will be critical.
The social media has the ability to impact the brand.
And I think the whole concept of earned media,
which is this concept where brands have to earn
the right to be part of the conversation,
will become a more important part of the
marketing mix as we go forward.
I'm a big believer in data.
And I think if you don't know who you're talking
to and what they want to hear or what you can be saying
to them, how you say it to them or the channel that
you say it to them in, such as social media, won't matter.
So once you figure out what it is they want to hear,
what it is you can...
that need you can fill, how you want to speak to
them, then social media's a great way to do that.
But you need to leverage the data first to figure
out what it is.
The future of marketing won't be defined by data
or social marketing.
The future of marketing will be actually being
able to revert back in a multi-channel environment,
and connect with the consumer the way they want
to be connected.
It basically is taking new and...
or old and becoming new again.
It goes back to one-to-one marketing.
Use the consumer, react when you get the right message
based on what your needs are at that right moment in time.
And marketers have lost that philosophy because
they've been enamoured by the shiny object for too long.
I have to say both.
I think you start with the message,
but then you have to use the most appropriate
channel, and you have to adapt that message for that channel.
So for example, with Mintel ... media what we
do see is we see brands using online advertising
to emphasize the key benefits and features
of particular product.
But then they get to explain that story through
a direct mail piece where they can include images
and fully explain the message.
I would say both are important.
I don't think you can separate the two of them.
When you think about the message and channel,
I often translate that into the idea of content versus context.
And I think channel serves a role in also defining context.
You're going to deliver the message very
differently in a mobile environment or in
something where you're marketing at a local level
than you would if you're using a larger advertising
approach in terms of what you're doing.
But ultimately it's how you use that customer
information to define and set the right parameters
around the content, what I call spatial relevance
and through what's called temporal relevance,
which is the idea of where the consumer
is geographically, and also how the consumer...
where the consumer is in their life or in their
set of activities.
Is it a project that they're pursuing?
Are they at a significant life stage they're moving through?
Those are all very important elements in
helping companies define what offers they need
to put into the various channels.
It's an interesting question,
and I think the key word is relevant in there.
The channel... you've got to find me.
You've got to find me where I am.
I'm not in any one channel consistently.
I'm across those channels.
But when you find me I think it's the message
that becomes so much more important.
Today we're faced with a lot of unwanted,
unnecessary communications that are really not relevant
to not capturing it.
For me I think the future... the message is key.
That's what's going to draw me in,
it's going to capture me, regardless of where I am,
whether it's in the mail,
whether it's in my inbox in an email.
If it's content online in a digital space,
if it's a billboard out of home,
that message has got resonate with me,
the target audience.
I'm definitely going to have to say the message.
There's so many channels that are out there
that it's really hard for any one channel to be relevant.
That's a lot of what we're talking about here today
is the fact that the message becomes so fragmented
that it needs to be a really powerful
message in order to exist across channels
and to find consistency in the mind of the person
who you're trying to reach with it.
So certainly the message is the key,
and the channels are the way to get the message there.
But I don't think there's one that's dominant in that regard.
I think the answer's yes, it's both.
It's the channel and the message because again,
to create the right consumer connection in a
world where we're being bombarded in the 2000 message
universe every single day,
and in a world where people are trying to force
discussions down on consumers at the wrong
point in the conversation, I think it's important to
understand how to create that right touch point at
that right time.
So if someone's actually coming in and is creating
or demonstrating an interest in home
improvement because they're moving,
being able to create that connection
in an electronic world or in a physical world
is the right message at the right time because it matches
what the consumer is actually looking for.
And that's the key.
I think it's always going to be the message,
and used in the question is the word, relevancy.
If your message isn't relevant to your consumer
they're going to ignore you no matter
where you place it.
So the placement's going to be key to talking to
your consumer, but it's always going to be the
message has to be important and it has
to be engaging.
It's an interesting question because I think
medium is a message, I mean,
and that's been true for so long.
And I don't know that anything has changed today
that it has been...
when that was first spoken.
The biggest thing for us ... when we looked at it,
it's about the right message at the right time.
And we have, you know, tools that we use that
help us to ensure that whatever the message
is it's relevant to the consumer.
We are entering a space of, you know,
where they're saying that, you know,
the second screen and how we serve content might be
different than in other ways before.
But it really I think is very important that we
serve the right content at the right time in the
right channel in order to motivate the consumer.
I believe the message is really what's most important.
I think most consumers and most users really could
care less about the channel.
I think they want the best possible experience,
given whatever device or channel they're using.
And so it could be a browser or it could be an app.
It could be a PC or a tablet.
It really doesn't matter to them.
They're going to adjust based on again,
whatever channel's most convenient to them.
And it's important for marketers and storytellers
to be able to create stories
that can seamlessly go across those different channels.
This is another one where they're just
so closely tied together.
If you get the channel wrong, nobody hears you.
And if you get the message wrong,
nobody listens to you.
And when you add to that the fact that social now
gives the consumer a voice,
if you get either one of those wrong it's going
to come back at you.
So you got to get them both right.
I think it's the message.
Again, if you don't have something that they want
to hear then what channel you use to say it to them
doesn't really matter.
So again, you know, your message is...
should be something that is filling in on that
need, something that they would want to listen to.
And then you can figure out what channel
to say that to them in.
I think it's got to come down to the message,
but importantly it's got to be a consistent message
that we play out across all of the channels that
we use as marketers.
And that integration, because we have such very
short times where we have to convey our message
to the consumer that it's got to have the consistency,
regardless of how we're communicating,
what medium, and at what time of day.
But by having all of those different hits through the
different media with a consistent message then
I think our message will absolutely get through.
You know, there's all kinds of questions around
QR codes and is there uptake,
and if people know what they are,
want to engage in them, just kind of a price of
entry in terms of just one-to-one communication
now with marketing or more personalized.
But I think overall when you look at how technology
is infusing direct marketing,
and a lot of my presentation today was around...
everything was enabled by direct marketing.
It was mail, it was traditional classic direct...
one-on-one direct marketing, direct mail,
but enabled by technology.
And I think that in some ways you can look at
technology as saving it, saving direct marketing,
making it more relevant.
At the end of the day and the conclusion of my
presentation was everything that we do now
is direct marketing, from, you know,
traditional media like television and print,
all the way through SMS codes and emails.
It's all a relationship with a customer.
It's all measurable, trackable.
So it's all direct marketing.
I think that it's exciting because it allows
for a much more personal touch point.
It allows me to not only experience what somebody
is saying when I receive it, but to go...
to dive more deeply into it and to do it in an easy way.
People love things that are easy to use and are
sort of very user friendly.
And I think that it makes direct mail even more user
friendly having those tools to provide the client.
I think what's interesting about all these new
technologies that are coming out or that have
been out for years elsewhere and just coming
into Canada is actually how they make the consumer
attachment and engagement simpler.
We have a tendency to throw out interesting
technologies as marketers because we think it's cool.
But for the average consumer,
he or she may not even know how to actually
launch a QR code for instance.
Or when they're walking past a subway sign and
they see a bunch of products,
and all it says is click on this QR code and order
it and have it shipped, the challenge is that they
may not know how to do it.
So I think the real key here isn't how
technology's going to change direct marketing,
but in fact how are the two going to blend
themselves to create a simplified consumer experience.
There are great innovative ways to get people to your
content quicker and more directly and be more
personalized in doing so.
Any way you can get people to your content more
quickly and take steps out of that process for them
makes it a more personal process and gets them
engaged more quickly.
I think there's an interesting and great
opportunity for marketers to incorporate that into
the direct mail pieces.
You know, direct mail has always been that wonderful
medium that is tangible, we hold it, we read it.
Some of the best mail in history if we go back to
the David Ogilvy days and Lester Wunderman,
it is the four- and five-page letter that involves
you and that explains and that gets really detailed.
Now we have the wonderful benefit of being able to
take us right from that medium via some of this
new technology to an online world where we can
incorporate even more of our senses into the whole
experience, ultimately making it much richer
for our customers, our consumers,
and our prospects, and hopefully then having them
take the action that we want them to take.
All those emerging technologies in my view
are really a factor of how we're trying to combine
what would be the online and the offline world.
It really is the cusp and the evolution
of where integrated marketing is going.
In today's world, you know,
you can only communicate so much through some of
the ad messages that are out there through
the direct mail that you may send.
It's far easier to use your online environment
as a way to engage the customer with more
detailed information that they can then review
on their own terms.
So when you integrate these things together it
is about using the power of direct mail to break
through to the consumer.
But then using these devices,
even devices in outdoor, you can use codes like
that, to ultimately get to the stage where you're
connecting the customer through to the deeper
content that they're looking for.
The same thing with direct marketing is the same
thing that print's trying to do.
It's the struggle of how do you create an engaging
offer that resonates beyond the actual printed word?
And I think direct marketing is doing
a much better job of it.
You know, we just did a program at Draftfcb
that linked a web key with a B2B consumer.
And it was actually for Canada Post.
And it was very, very successful.
The preliminary results came back higher than expectation,
and we'll potentially look at future programs.
So if nothing else it's going to engage
the consumer greater and drive better response rates
for direct marketing.
I think emerging technology's going to be
a big part of DM and really a lot of other traditional
platforms moving forward.
And the reason for that is just because the consumers
are really pushing these.
Now to speak to which one is really going to take
off and how that's going to happen is really hard
to say because it's consumers that are driving that agenda.
They're using technology, and by the time that
marketers really figure out what it is that
they're doing, they're on to the next thing.
So there's definitely going to be a role for these emerging
technologies and enhancing traditional marketing
methods like direct mail.
But how that's going to play out remains to be seen,
and it's going to be the consumer that's going to decide.
I think they get to freshen up traditional channels.
I think they get to link both the offline world
with the online world.
Then of course I think they also have to stay
relevant and meaningful.
I think if we go forward if a QR code just really
links to a company's website, it doesn't provide
a relevant or meaningful benefit.
I think consumers will soon tire of that
and see it as gimmickry.
So at the moment it's more about perception.
But as we go forward we need to make sure
that those tools remain targeted and meaningful.
In the next few years it's hard to say because
I think it all depends on how much companies can
really get together around standardizing
some of these platforms and technologies.
But at the end of the day it really is going
to allow the holy grail of direct marketing,
which is creating that closed loop.
So as a marketer, being able to start
an interaction or a conversation with the customer,
and then follow that interaction or that
conversation through, all the way through
to an action, and that could be, you know,
signing up for a newsletter, buying...
you know, buying something at retail.
But that really is where we're striving to get forward.
But until the standardization happens
across platforms then it's going to be really hard to do.
It's interesting.
All of these new digitally enabled,
digitally connected capabilities are really
creating a renaissance for direct marketing.
We're moving away from the old traditional response
mechanisms of 800 numbers and business reply mail,
although those are still important, but they're starting
to be replaced by these new instantaneous response devices.
So with the click of my smartphone,
my mobile phone, a web key that I can plug into my
computer instantly, it's allowing me to respond
instantly, and in an easy fashion where I don't have
to type in a long string or a URL code into that.
In addition, these elements are allowing us
to personalize that response,
so that I know it's you who is coming in,
I know that it's Jane Smith that's coming in,
and all of that information is carried
with Jane Smith.
So when she's engaging into my website,
I can provide a very rich, very relevant
communication and experience for her.
It's based on her and her information.
I think the important thing is understanding
successive campaigns.
If you're running a one-off campaign,
you're really stuck with whatever the results
are for that campaign, and not knowing whether
that's good, bad or indifferent.
If you're running a Facebook campaign and
you're getting a 0.2 conversion rate or
click-through rate, is that good or is that bad?
If you're running a direct mail campaign that runs at
6- to 10-per-cent conversion,
is that good or is that bad?
The real question is based on the knowledge that you
have, on the strength of your offer,
your promotion, the types of customers you're going after,
what is the right multi-channel approach,
and then how do you have the technology enable
and understanding of the analytics that come on the
back end, so that you can refine the next successive
campaign and actually increase or align your
results every single time versus just hoping that
something's going to go the way you hope it will go.
For me the integration seed should always be
planted at the briefing stage or the strategy
portion of the campaign or project.
You have to take a holistic look at all your
touch points, and figure out again what story
you're going to tell, and then how you're going
to tell that story through mass,
through direct communications.
And I mean for us direct mail always works much
harder when it's underneath some air cover
of a mass campaign.
So knowing that from the start and not having it as
an afterthought is a much better way to look at it.
Absolutely every medium that a marketer's going
to use needs to be part of the planning process.
That might mean having different agencies at the
table, different teams within the organization,
everything, not just direct mail,
not just social media or mass.
They all need to be together and from the very outset.
I've seen some things go wrong when it was
an afterthought, and it was an add-on.
Again, going back to the fact that we need to use
all of the channels at our disposal with consistent
messaging, and shown more importantly in a way
that is right for that particular medium.
But ultimately at the outset at the strategic
planning because also that's where we're going
to set up our tests to be able to assess our
learning opportunities to ultimately measure
the effectiveness of all of the media that we choose.
Right from the beginning the planning stage is the
most important stage.
You know, so often it's an afterthought just like
social media right now is an afterthought where
oh yeah, we got to add that to our campaign,
so here's our Facebook address at the bottom of
an advertisement or placed awkwardly, you know,
sort of at the end, as I said, as an afterthought.
And I think that if you do it right from the
beginning and build your entire strategy around the
integration of not just your channels,
but your messaging and how it uses the channels,
it's going to be a lot more effective.
I'm a believer that you start with an idea
and the idea should be channel agnostic.
So, you know, unless you're doing a very,
very specific request, go build a website.
If you're solving a marketing problem,
you start with what the problem is,
what the insight, the strategy, and then
what the idea is that's going to engage a consumer.
And then from there it becomes what's the
appropriate channel to bring that idea to life?
So from that perspective, direct mail,
direct marketing, it's at the forefront.
It's got to be right there from the get go.
Get the idea, now what channel do I want to go with?
Am I going to go with the digital,
do I want to go with the traditional,
do I want to go with the broadcast,
where do I want to go?
I think philosophically direct mail can play a
very important role in any particular campaign.
Certainly direct-to-consumer
communications should play that role because it takes
you out of a mass message and into something that is
more customized and has an opportunity to connect
with greater relevance to the customer if you do it right.
The question really is around where you put it in.
I think the answer to that unfortunately is it depends.
It depends on the campaign,
it depends on the buying process,
it depends on how the consumer thinks about how
they might engage that brand.
And ultimately it depends on what you're asking them to do.
I think in the evolution of a campaign there's two key
moments that that consideration should be coming in.
The first, in its very early stage,
again regardless of how your campaign is rolling out,
is from a data perspective.
If you start looking at the customer data,
it should be delivering out insights for you of
past learnings on where that customer has engaged
with you in the past.
If you're seeing an engagement that they've
come in and they've begun your engagement with your
company or your brand through the mail channel,
I'd be looking at using the mail channel again to re-engage them.
If you know from past experience that that
customer's not engaging in digital channels,
again that's a place for mail to come in.
The second part of that is when you start
looking at the strategies.
What do we want?
And what do we want the customer to do,
what's the nature of the campaign?
You start putting a second filter on that,
is mail an appropriate role to deliver that?
You know, mail's got such a robust...
the tactility of mail allows a consumer to engage deeply.
So it leaves a brand resonance with the individuals.
They're engaged in that piece.
The recall, the drive to action is all in there.
I think it should be planned out on day one.
I think the days of creating marketing
campaigns in silos are pretty much over,
and any marketer who's going to create a really
effective campaign needs to think about all those
elements simultaneously, whether they be, you know,
what they're doing in digital or, you know,
direct marketing or branding.
And so I think they all need to start on day one
with trying to understand really what the brand's
objectives are and how those pieces
are going to fit together.
Well as an integrated marketer,
I believe that all channels need to be
brought to the table at the same time.
I mean, it has to be from the onset.
If we look at digital five years ago, for example,
you know, it was about cracking the big idea and
then oh maybe we need a micro site to support it.
In today's day that would just seem foolish.
Digital needs to be at the table.
So digital like direct, like all of the other
channels, needs to be at the onset of any idea.
If you look at the BMW case presentation I just
presented, I mean the big idea came from a
multi-dimensional DM piece based on insights.
So DM was at the forefront of the conversation versus
an afterthought later on.
One of the things that we talked about today is just
the idea that the earlier you can begin to plant the
seeds of all the different channels that you're going
to use for your message the better.
And that's really how programs need to be designed.
It's about brands bringing all of their departments
together, all of their agencies together,
and really thinking through the message that
they're going to convey, and all the channels that
they're going to use to do it.
So when we talk about something like direct
mail, the idea of what that's going to be used
for should be a part of the initial idea
from the very beginning.
And that way when the campaign comes to light
there's a consistency across all of the touch
points that enables the consumer to understand the
message, and enables it to breakthrough a lot of the
clutter that we're seeing in such a fragmented media
world today.
I think ideally it would be simultaneously,
but if not, fairly soon after,
the online and TV campaigns sort of creating
the buzz around.
Obviously you want to make sure that you get the
benefits of the campaign creating a buzz,
that you get the benefits of that
with the direct mail campaign.
I think it comes down to leveraging the insights
that we have from the data,
leveraging the channels that we have at hand,
and most importantly, still not forgetting our
roots of test and learn.
And if we set up our tests properly across the
channels and we make sure that we are set up to
capture the learning so that we can refine,
so that we can go back and ask for more marketing
dollars, it's important to be able to assess that,
to do the measurements from an ROI to a response,
to any of the things that we need to get measured.
And it's an important investment that every
marketing organization needs to make,
and whether that is within your company where you've
got some great people who can do the analytics
for you and show the results or you have a partner that
can do that for you, it's an important investment.
We have to stop looking at it as a cost,
but be able to get that learning because it makes
it much easier to go back to the CFO and ask
for some more money.
But if we're not set up to test and learn
and measure, then we'll never really know the
effectiveness of the different channels.
Well I think that again, you're looking at two things.
I think you have to really look at optimizing your
message and what you're using and not using too
many words or too much time or too many images
to distract people from what you want to drive.
But I think it's really how we're telling our
stories, and it's always about storytelling.
We used to look at different mediums as
yelling, you have to yell at people,
and for splash things at them and make them,
you know, grab your attention just by like
screaming with a colour or with an image.
And now we're really bringing them into a story
and integrating them into that story.
And I think that's probably the most
important part of being effective.
I think it's relevance first and foremost.
There are so many things grabbing for consumers'
attention, and it's so easy in one click or a turn
of the page or a click of the channel to go somewhere
else and find something that is relevant
to me and engaging to me.
So you got to get them in the first few seconds,
and you get them by understanding who they are
and delivering a message or an experience
that's relevant to them.
I think the marketing effectiveness is driven through
knowing your customer or knowing the consumer.
The more you know about them the more personalized
you can tailor your communications,
the more effective they'll be,
the more you'll sell and the stronger the relationship
you will be able to forge with them.
I think marketing effectiveness is driven
by three key things.
The first is actually understanding what the
intended goal is.
So the goal of marketing is to create a customer.
And then have that customer create a deep
relationship with you.
We call it loyalty.
And then have that customer take their
loyalty and get new customers for you.
And so really it becomes a cyclical approach.
And so marketing effectiveness is really
understanding the basic tenants of why we do what we do.
It's then understanding what are the levers that
you can pull based on the customer data and
information that you have on what they're interested in.
And then it's about creating the compelling offer,
promotion, conversation, whatever the case may
be in whatever medium, whether it's physical,
whether it's digital, whether it's Facebook,
whether it's a direct marketing campaign that again
touches the consumer at a point in time where
he or she has decided that they're interested
in hearing what you have to say.
I think at the end of the day what drives marketing
effectiveness is this idea of really
understanding the consumer.
It's really no different than it may have been
forever in marketing.
But you've got to start with a root understanding
with the complexity that exists in this
multi-channel environment where the consumer can come
at you from many different dimensions.
The challenge companies face is really about
creating a relevant environment,
regardless of where the customer is coming to
them, and an opportunity and a point to serve them
with the information that they need across those barriers.
Understanding the customer,
understanding how they buy,
understanding what their expectations
are about your product.
Those are all critical activities just to even
define the strategy and the tactics that you're
going to take to pursue the customer and make sure
that you are serving them in the most
appropriate way you can.
Well I think it's all about the message and it's
about having a relevant and meaningful message,
and knowing who your target audience is.
And I think that's really the key driver.
Also then it's about selecting the most
appropriate channel and integrating those channels
for the biggest impact.
I think the biggest thing that drives marketing
effectiveness really is being able to deliver
the message that you want to send to your target
consumer at the right time.
I think increasingly marketers have a lot of
pressure to demonstrate ROI.
Marketing budgets are decreasing in many
instances, and so really making the most of the
budgets that they have is really important,
that really all it comes down to is efficiency.
And so I think again, really making sure that
you're putting that target message in front of that
target consumer at the right time is really what
is imperative today.
For the most part always rely on your data.
Your data will tell you the story,
your data will tell you what's working,
what's not working, how you can make it better.
It'll define your audience,
so you don't need to broadcast to everybody.
You can fine-tune it down.
Save on the reach of your campaigns,
invest in the communication element
to ensure that you're getting the optimal lift,
the optimal response and the deepest engagement
with your customers, but it all starts with data.
The thing that I believe drives marketing
effectiveness more than anything today is the story.
If a brand has a strong story,
a story that's simple for the consumer to understand
and a story that's well articulated across the
multiple destination points that the consumer
is accessing, that's going to lead to their success
today and the future as the media environment
becomes more and more fragmented.
Innovation and ROI.
I mean at the end of the day what marketers do best
is innovate, bring new technologies.
They bring new point of views.
We try to push the boundaries in order
to drive results for our clients.
Testing and learning I think is a very important
place of where we need to be.
I think in the digital space specifically our
biggest challenge is of course justifying
an ROI for every activity.
But I think the brands that are doing best,
the brands that are going to lead the future are the
ones that are testing and learning in the digital
space in order to optimize whatever that experience
is for their customer.