Marketing is ultimately about connecting with a group of people and communicating a message to them. Simple in essence; enormously challenging in execution. The myriad of information, options and opportunities at hand mean that you can approach the connection/communication task from a variety of angles.
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Jenny Williams spoke to Harry Lowes, Executive Manager – Digital Marketing, Commonwealth Bank about the campaigns that he’s admired most this year and why he things the financial services industry are often ‘first’ with digital media:
Lots of organisations talk about delivering a “customer centric experience” but how can you do this if you don’t really know who your customer is? By this, I am not talking about broad demographic segmentation models but quite personalised, specific information on the individual customer.
The program for ad:tech Sydney is almost 100% complete and we’re working closely with the panellists to finalise content. I will be blogging about the topics again so that we can get a broader view of the key issues that you, the industry would like to discuss. To kick off my blogging effort this year, I chose to focus on a subject close to my heart…digital strategy.
This was raised by a few people along the way as an area that we should focus on. The idea here is that we have a mix of clients and agency who have recently gone through the process of developing a more strategic approach to their digital marketing efforts (rather than just banging out websites to support the TVC’s.)
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