Fear often precedes and preempts the need for change. But when a global pandemic necessitated quick adaptation, marketers around the world sprung into action, enabling new strategies and mobilizing campaigns everywhere. Diaz Nesemoney, the founder and CEO of Jivox, joined Marketing Trends to discuss how the pandemic empowered marketers everywhere to attempt new strategies. Plus he touches on why digital marketing is going up-the-funnel, and how the elimination of cookies will be good for both markets and consumers.
- Balancing Opposing Priorities: The balance between privacy and personalization is an ongoing battle, but it is critical that marketers can achieve both.
- A New Freedom: The effects of the pandemic have reached far and wide, and almost always people have been impacted negatively. However, there is a small silver lining, which is that marketers have been able to experiment more with new strategies
- Going One-On-One: Recently, brands are shifting away from some of the traditional marketing strategies that have defined the industry. Instead of going one-to-many, more often than not, marketers are looking to focus on one-to-one strategies.
- Key Quotes:
“Digital marketing’s promise has always been about the ability to get more precise with the marketing”
“As data has become more available, the precision of the data is increased. Brands have been able to get much more precise with their messaging, and that’s when they’re seeing the true lift in engagement and conversion.”
“When you talk about personalization, one of the things that became apparent to brands very quickly when they embarked on the idea of personalization [was] that relevance and precise messaging for users results in better results. So that was never in question. What brands quickly found out was that it can get quite expensive to do that.”
“Relevance increases engagement.”
“Omnichannel is quite important. Not just because consumers are using many different channels to arrive at a decision to buy, but it also allows a level of engagement where your messaging is responsive to the state of development that the consumer is at.”
“There is a great desire from brands to present that single, consistent, view and user experience to the consumer so that regardless of what channel they’re in, they’re getting that same experience.”
“When standards come in and cookies get taken away and so forth, I think it forces the industry to come together and say, ‘We have to standardize.’ We have to create secure and privacy-compliant ways and consent-based methods of collecting data and using it for exactly the purpose that the consumer gave the brand permission to.”
“The big push to get dynamic and personalized creative has come from the media side of marketing. The reason is because they were driven by the performance benefits of creative and precise personalization. They saw that if you could tailor your messaging, make it very relevant to consumers, you’ve got high engagement. So they’ve looked at the problem very differently and said, ‘How do we bring more automation into the process.’”
“It’s staggering as to how quickly sales has had to shift online. And that means a lot to marketing, too. Because, after all, it’s marketing that drives sales. If you have to get consumers to go online to your eCommerce site versus go to the store, it’s a different style of marketing. It’s more precise, very product-driven, not big brand messaging.”
“We will see a very significant reinvestment of marketing dollars go away from traditional media, and traditional styles of marketing, which is more brand awareness and things like that to be very precise. And one-to-one marketing, I think that’s something that every brand has got to embrace.”
Diaz Nesamoney ist the founder and CEO of Jivox – a company delivering a technology platform for personalized digital marketing. He has had two prior successful ventures, where he previously served as the co-founder, President and Chief Operating Officer at Informatica, which he took from a startup to a publicly traded company.
In 1999, Informatica pioneered data integration software as a category and is now the market leader with over $1 billion in revenue and a $4.5 billion market cap. Before founding Jivox, he founded Celequest and raised over $20M in venture capital, and served as its CEO until early 2007 when the company was acquired by IBM. Celequest introduced the market’s first BI appliance, a disruptive innovation that led to its acquisition.
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