“It’s really about customer experience,” says Nirosha Methananda, VP of Marketing at Bombora. “I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end.”
Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”
“For businesses, the communication channels of email and phone are just becoming less and less effective,” says Scott Heimes, Chief Marketing Officer at Zipwhip. “Text is a great way to increase your engagement and responsiveness with consumers. They’ll actually respond to a text.”
“When I think of brand architecture it really gets to the essence of the brand,” says Buffalo Wild Wings CMO Seth Freeman. “The essence of the brand is around this idea of camaraderie and ritual and something that we like to call “game on.”
Jonathan Rowe, Chief Marketing Officer at nCino, says that taking in data on sales prospects and making it available to salespeople can drive results: “When you are bringing all of the data into one real-time place, then you can start empowering salespeople to use the data. You can track your customer journeys in real-time.”
OTT is increasingly being tested by advertisers as more inventory becomes available, says Nicole Whitesel, SVP of Enterprise Strategy at Publicis Media. “In the past, OTT was seen as a nascent channel with limited reach,” said Whitesel. “I think now you’re seeing a lot more inventory there available to them to buy.
Disney’s got an awful lot to work with but Netflix is damn formidable, says former NBC Cable President and Tivo CEO Tom Rogers. Netflix, just to put that in perspective, it took HBO about 30 years to get 30 million subscribers. Netflix is going to add an incremental 30 million globally in a year. Netflix is really really formidable.
“Retailers and brands took advantage of the buzz, the demand, the awareness, that Amazon has created and really rode that wave for great growth,” says Rob Garf, VP of Industry Strategy and Insights for Salesforce. “Retailers didn’t just ignore Prime Day, but they leaned into it.”
“The pace of change, the disruption in our industry, it’s manic,” says Ogilvy CEO John Seifert. “The hope I have for convening moments like Cannes is the clients and their partners in tech and creative communications and data start to come together and work harder as partners to design the models of the future.”
“A lot of times it’s better to think about (digital transformation) in retrospect after you’ve gotten something done, but the digital platform is essential in helping you achieve your business objectives, and that’s really what it boils down to,” says AMA Chief Experience Officer Todd Unger.