I’ve been in marketing for more than 25 years. And, with the exception of the two years I spent filling kegs at a brewery upstate, it’s how I’ve always made my living. For me, everything is a brand, and every consumer interaction is a chance to engage with that brand.
As marketers, we need a wider line of sight as to how we can engage with consumers. We need to revise our thinking to start playing with consumers on their turf, rather than ours—how do we become an integral part of their conversations?
We’re sitting on a tidal wave of big data and user-experience insight. The brands that translate this into purposeful action will create relevant customer experiences, driving brand preference, loyalty and growth.
How? These are the questions we need to answer as marketers. And, this column is my chance to dialogue with you about solving this puzzle.
These are interesting times for the marketing and communications industry. We finally seem to have our sea legs, and are well positioned to do some really interesting things. Stay tuned as we dive into the best and worst of our industry and dialogue about how to change the paradigm.