ANA Masters of Marketing: Lessons in Taking Control

Taking Control of Digital IssuesANA Chief Executive Officer Bob Liodice stated amp8220Just 25 of CMOsamp8217 digital media investment reaches target audiencesamp160 This atrocity represents more than 20 billion of marketing waste inefficiency and ineffectivenessamp8221 amp160How can marketers change the digital narrative amp160Unileveramp8217s Vice President Media and Consumer Engagement Rob Master and Bank of Americaamp8217s Senior Vice President Customer Engagement and Media Investment Lou Paskalis urged brands to control their destiny by proactively defining their own quality digital ecosystem with terms that meet their needsAnother way for marketers to take control is to request the data they need Paskalis recommended marketers demand that the social platform giants like Google or Facebook provide the data advertisers need to optimize their campaigns amp160Thereamp8217s no room for passivity when it comes to the information marketers should be entitled to haveTake Risks But Donamp8217t Go Too FarProgressive Insuranceamp8217s Chief Marketing Officer Jeff Charney lauded the riskbased marketing efforts that have led to five straight years of record growth for the company amp160To others he said amp8220Across the industry marketers are not taking risks It pains me amp160We have gone into creative hibernationamp8221One reason his brand has been successful amp160Progressive has formed an inhouse creative and media buying team amp160amp8220The best marketers go close to the edge but they do not go overamp8221 he said amp160amp8220Overthought is too cold amp160No thought is too hot amp160If you are appropriately thoughtful you are just rightamp8221While creative risks might be encouraged marketers have to be vigilant in their media agency practices too amp160In one of the most striking statements about media trolling Founder and Chief Executive Officer of LUMA Partnersamp160Terry Kawaja wore an FBI jacket to the conference photo below reminding everyone of the current investigation into agency mediabuying practices amp160Of this attentiongetter Bill Duggan Group Executive Vice President of the ANA said Kawajaamp8217s jacket might scare some he passed in the conference hallways given the criminal fraud and conspiracy charges agencies could face for inappropriate business practicesRisk is worth taking especially in creative but mediabuying best practices should always be kept in mind amp160They not only protect the brand but the consumer as wellConsider Going InHouseProgressive Insuranceamp8217s inhouse creative team serves as a good example for others as the inhouse model experiences a resurgence amp160The ANA reports 78 of marketers have some form of inhouse agency up from just 58 five years ago amp160Matt Weiss Managing Director at Huge said amp8220The debate rages whether talent want to move inhouse and whether the creative is as good as agency workamp8221 amp160Hershey Food Corporation Chief Marketing Officer Jill Baskin said her inhouse content studio can pump out content more quicklyThe perks of moving inhouse are clear amp160More room to take chances with creative and a quicker path to get messaging to market amp160At Westwood One weamp8217ve seen this method at work amp160Our inhouse studio capabilities allow us to swiftly address client needs with innovative and quick creative production and distributionConsumer Expectations are Higher Than Ever BeforeMarketers cannot forget that consumers are an integral part of the marketing equation amp160To understand marketing is to understand the evolution of the consumersamp8217 needs and today those needs are more involved than in previous yearsJill Estorino Executive Vice President Global Marketing and Sales at Walt Disney Parks and Resorts spoke from her experience at Disney citing how her consumers are empowered and have high expectations amp160amp8220We have passionate consumers and they are telling us that they need to be a part of the storytelling process and developing content and weamp8217re embracing that and opening upamp8221 she said of the current Disney trendProgressive39s Charney runs his department like a TV network and similarly concentrates on the consumer with the amp8220three Csamp8221 of great marketing putting the focus on great Characters that make great Content and placed in the right ContextRadio in the MixThe radio industry showed up as the amp8220right contextamp8221 as part of the marketing mix in the creative showcased by Charney amp160As an example of embracing the three Cs Charney played one of Progressiveamp8217s radio spots called amp8220Curse Like a Sailoramp8221 amp160It was a powerful and real illustration of a brand that has been a long supporter of the medium using audio and the three Cs in a risky yet still impactful wayThe RAB was also on hand during the conference as an exhibitor displaying key insights which showed that in addition to being Americaamp8217s No 1 reach medium radio could also deliver doubledigit increases in online and instore trafficVoice Technology Will Lead to a Customized Consumer ExperienceGeoff Ramsey Chief Content Officer and cofounder of eMarketer discussed technology trends heamp8217s seen and the implications for the marketplace amp160When discussing the perks of voiceactivated technology as reported by AdWeek Ramsey stated amp8220Itamp8217s capable of parsing massive gazillion amounts of data that no human can possibly doamp8221This is an opportunity for brands who want to create highly customized moments for consumers amp160Nearly 50 million Americans own a smart speaker according to recent data released at Advertising Week amp160As we at Westwood One expand our voice app work into coproduced apps for our national brand partners the ability to utilize data to create meaningful interactions that speak to the individual consumer and answer the needs of the brand is incredibly impactfulBrands Should Consider the Importance of Trust and PurposeFocusing on how consumers feel about a brand on these measures can yield positive results amp160FedEx Ancestrycom and eBay all extolled the importance of brand purpose amp160amp8220Brand purpose is just the beginning not the endamp8221 Ancestrycom Chief Marketing Officer Vineet Mehra asserted amp160amp8220Youamp8217ve got to find a way to take your purpose operationalize it and use it to drive momentum and grow your businessamp8221eBay Chief Marketing Officer Susan Deering agreedamp160 amp8220You cannot be a dynamic brand if you do not know what your brand stands for and the purpose that you driveamp8221 she saidamp160 amp8220Itamp8217s important to have a clear understanding of the brandamp8217s direction and bring the consumer into that journeyamp8221Five days with the marketing industryamp8217s strongest voices gives us clear marching orders Take control both in matters of creative and data and let consumer expectations guide us in taking more risks as we look to foster a greater sense of brand loyalty and trust amp160With an expert hold of creative best practices the Westwood One ROI Guarantee and a recently announced partnership with leading voice tech developer XAPPmedia weamp8217re ready to move forward armed with these ANA learningsClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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ANA Masters of Marketing: Lessons in Taking Control

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