In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being risk being left behind.
Photo: New York Times
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
New technology and users' changing behaviors have dramatically altered the way marketers find and communicate with their target audience. But understanding and adopting new tactics can prove challenging, especially for large organizations. At the iMedia Brand Summit in Amelia Island, Florida, Chris Cox, senior manager of global digital marketing at The Hershey Company; Chris Crayner, SVP, integrated media and digital at Universal Orlando; and Adam Kmiec, senior director of mobile, social and content marketing at Walgreens, shared their experiences effectively leveraging new technology, social channels, and real-time data in a panel moderated by Jeff Rosenblum, co-founder and partner of Questus.
Their tips for staying ahead of the customer and competition without disrupting the organization include choosing the right tools, recruiting the right talent, and effectively communicating key data-based findings across all levels of the organization.
Choose the right tools
Cox advised marketers to resist the temptation to try every new channel and tool. Rely on metrics to determine what’s working and scale accordingly. "Sometimes fewer better bets is the solution," he said. Additionally, be willing to customize your approach for your different products and target audiences. "It’s not going to be a 'one-size-fits-all' approach," he noted.
"Don't get distracted by the shiny new object,"... Read more