At the Brand Matters Keynote at this year’s CES, Dick Costello of Twitter, Scott Dorsey of Salesforce, ExactTarget, Andy England of MillerCoors, Carolyn Everson of Facebook, James Farley of Ford Motor Company, and Maurice Levy of Publicis Group, sat down to discuss the intersections between technology, new platforms, and brand marketers. Here are the highlights:
Successful marketers connect in context for Twitter users
And they think of their connection as content—not an interruption. Since consumers are hyper-connected, we need to deepen the relationship between the consumer and the brand and make it more intimate, too. Analyzed data improves the relevance of content, especially when we add physical behavioral data is added into that stream.
Silos are incompatible with the new world
Agencies and clients are mashing up IT and marketing, or at least the IT and marketing professionals are working together. Organizational structures are still catching up to the reality on the ground. CMOs and CIOs are making decisions together already, but for this to proceed to the logical end point, we’ll need to change the corporation dramatically.
One-to-One marketing doesn’t just reach one person
Real one-to-one marketing has been like the jackalope: mythological. CRM and advertising are merging to provide individual-level communication through Twitter. Twitter is a public platform. As a result, that one-to-one marketing gets amplified throughout the network, making individual marketing worth the effort. When a brand speaks to an individual consumer, it’s still speaking to the world at large at the same time.
Despite privacy concerns and NSA ugliness, people don’t opt out all that often because they don’t want to miss out on a relationship with the brand, a good offer, or a valuable service. They don’t want to be overloaded, however. They want the right message, at the right time, and with the right emotional pitch. Companies have to work out how to build smart information systems that don’t compromise user privacy.
The line between B2B and B2C marketing are blurring.
Marketing automation and one-to-one marketing was once reserved to B2B marketing because of the abundance of available data and the potential ROI for one-to-one marketing. Now, platforms like Twitter and the proliferation of data enable brands to do one-to-one marketing at B2C scale—and have it be worthwhile.
Wearables tech will change your car
The car industry’s past is littered with poor decisions and bad bets on the future. Every new gizmo in the car itself requires an additional investment from the consumer. But, if consumers are bringing their own screens and tech into the car, why ask them to invest in a duplication of that in the car itself? The car will, instead, connect to the devices you bring in with you. A glass-type device makes all the car industry’s investment in HUD instantly irrelevant.
We’re calling the plumber
We need to re-plumb the system for buying and selling media. There are more mobile phones than toothbrushes on planet Earth, but we are still in the early stages of the technological and mobile revolution. We need to re-imagine how we connect brands and media and make sure we have the right planners, the right creative, the right partners, and the right content for this new world.