We notice when you talk about our favorite topics: human data and the Internet of Things. Here’s a collection of recent quotes from some noted marketing leaders on these subjects:
“For perhaps a quarter of the day I spoke with people about data and data strategy. I spent a couple of hours talking about artificial intelligence. I also spent a couple of hours talking about start-ups and how they’re changing marketing. After we finish this conversation I’ll be talking to people about smartphones and how they’re changing business and marketing. That’s my day today. Three years ago none of these would have been on my radar screen. I would not have spent a lot of time on data or marketing platforms or artificial intelligence or start-ups. I think it says a lot about how vast the change is. To me it proves that marketing is changing at an incredible pace and the biggest driver is technology—how we connect with people, learn from people, connect with entrepreneurs and follow everyone.”
Marc Mathieu, Global SVP Marketing at Unilever
“Internally when we try to decide what to launch for the customer and what should go next on the product roadmap, the famous quote we have is, ‘In God we trust. Everyone else must bring data,’ because we want to be a very data driven retailer and we try to leverage insights in terms of what the customer is asking for and what we should be catering next to the customer.”
Shashank Saxena, Director, Digital and eCommerce Technology at Kroger
“For all of the data that is accessible through a mobile device – people’s location, when and how often they use an app, the number of purchases they make – we still lack some key information about their physical state and mindset, which is especially valuable for brands. Of course, we can make some inferences from the information we do have. Publishers have been doing this for years, selling emotionally driven personas to advertisers based on a limited set of data points (“active, mid-twenties athletic types who enjoy a new challenge”). But it’s not the same as actually having access to this data and deriving specific insights from it.
Wearables open the doors to a much more granular understanding of people’s behaviors through the myriad of instruments that measure physical change. For example, an altimeter can tell us when someone is in an elevator, flying in a plane, or climbing a mountain. Similarly, a health tracker can identify movement and stress levels, a microphone can detect noisy environments, and an air meter can differentiate between indoor and outdoor spaces.
Understanding these user states becomes very valuable when creating mobile marketing programs, because it eliminates any assumptions about an audience. For example, a fitness brand may send a targeted push notification to people who work out, rather than those who read fitness magazines. A music service may appeal to people who spend a lot of time in transit, narrowing its focus from those who simply enjoy music. And a pharma brand may only target people with high levels of stress, moving away from TV ads that target the broader population. In each of these situations, context drives a more relevant message, which is better for both the advertiser and the consumer.”
Cezary Pietrzak, Marketing + Mobile Consultant for Startups
“We have to understand the different consumer needs and wants. We have to nail it with the brand promise.”
Alan G. Lafley, Chairman of the Board, President, and Chief Executive Officer of Procter & Gamble.
“Every two days, the world creates as much content as we did all the way up until 2003. Think about that. Gaining consumer attention and interest in a specific brand is difficult with the amount of choice and customer empowerment available today. Table stakes is understanding the niches your retail brand will fill to differentiate yourself from all the noise, and, just as important, understanding how your retail brand will distribute the brand messaging, availability, and product across an extremely fragmented marketplace of store locations, Web sites, mobile apps, and social media platforms. Again, you are marketing against an unprecedented amount of choice to the most empowered, informed, and smartest customer we’ve ever seen.”
Ryan Craver, Retail and digital exec building brands fueled by retail tech startups. Former @lordandtaylor and @accenture
“In 2015, marketing analytics reporting tools will become just as common as Web site analytics tools. The end has come for making marketing decisions based on gut instincts; everything marketers do in the digital world can now be tracked, from the first click all the way to the deal close. CMOs who do not embrace and accept this concept will likely not be CMOs for very long.
Kurt Andersen, CMO, SAVO
“In 2015, customers will become less satisfied with mass personalization. For years, companies in the financial services sector have been able to store, manage, and deliver data per individual, in real time. Going forward, marketing organizations need to do the same, connecting with customers in ways that are fluid, seamless, ongoing, meaningful, and personal. It all starts with a vision of what you want your customer’s experience to be. Then, you’ll need a comprehensive data strategy that will tear down silos, unravel snarled data streams, and implement integrated processes designed to put the customer at the center of all you do.”
Lisa Arthur, CMO, Teradata Marketing Applications
“The future is frictionless retail, where the consumer has all the information she needs regardless of where she’s shopping. Physical stores need to mimic web stores by anticipating, and solving for, regular customer pain points…In this connected world, consumers demand speed and convenience without forgoing the one-on-one personalization of the past, and our shopping experience will continue to transform to meet that consumer need. The gap between physical stores and online environments will shrink as more brands focus on creating a frictionless experience. As we find ourselves fully immersed in a seamless, technology-enabled, interconnected experience, by 2020, we can expect a completely reimagined consumer shopping journey.”
Lisa Pearson, Chief marketing officer, Bazaarvoice
“Retail is undergoing a major revolution, and technology is key. You have to be able to operate at warp speed, and innovate very quickly.”
Beth Jacob, EVP and CIO for Target Technology Services