101: Loren Angelo and Audi believe in challenging the status quo

101: Loren Angelo and Audi believe in challenging the status quo


(uptempo jazz music) – [Man] For all of us,
it’s about predicting where the consumer’s going
and getting half of it right. – [Woman] One of the things we wanna do is create ads that don’t suck. – [Man] Embracing change
creates great possibility. – [Alan] I’m Alan Hart, and
this is Marketing Today. Today on the show, I’ve got Loren Angelo, Vice President of Marketing
at Audi of America. Loren leads marketing,
positioning, and management of the Audi brand in the
US and manages advertising, experiential, CRM, social
media, product integration, retail marketing, and research strategies for the Audi brand. Being a challenger brand is
ingrained in the DNA at Audi. We talked a little bit about that, the purpose behind their brand activities, taking a stand on issues, like, equality for women and women’s pay, to technology and how
they leverage technology in their partnerships with the MLS. I hope you enjoy this show with Loren. Well, Loren, welcome to the show. – [Loren] Thank you. It’s great to be talking with you today. – [Alan] Let’s start
off with your background and where you started your career, and any pivotal twists or turns or mentors along the way. – [Loren] Yeah, I think when you get to this point in your career, that foundation is such
an important piece, and my career really started in the world wide advertising space, I worked for a number of agencies. But, the real impetus
behind that, was really, part of my undergrad program and really getting into,
probably my junior year, one of the four peak
courses, where you started to understand what one of
these unique elements of how promotion works and how consumers
can really be affected by the key insight and you
can have the opportunity to persuade or influence them. And I thought that being
able to have that impact on so many individuals was
such an exciting element that really took a hold
in my mind and led me into the advertising community,
lead me into the number of career opportunities with global firms, like J Walter Thompson,
Ammirati and Puris, Lovell Partners, and Merkley
& Partners, and it gave me the foundation to really
learn about industries very quickly, a lot of experience
in the technology sector with IBM, Compaq and America Online, and a lot of opportunity
with CPG, packaging, learning basics of objective setting, creative development process. And then a lot in the automotive
sector, which ultimately carried me through to where I
am today, so roughly 10 years in the agency side of the
business with General Motors and with Mercedes-Benz that
ultimately helped catapult me into the opportunity to
take on a role with Audi. – [Alan] Like it, and now
I’ve always thought of Audi as having a bit of a chip on it’s shoulder or said another way, maybe a better way, is a challenger brand. – [Loren] Yeah. – [Alan] Even a personal
story, a mentor of mine used to talk about if he
ever was a bank-robber his getaway car would be a Series 8. (laughing) From that moment I have watched Audi. So anyway, what does leaning… – [Loren] Ronan will do for ya. – [Alan] Yeah, you get a
good demonstration of the S8’s capabilities, you know,
cause it’s a sports sedan that can move.
– [Loren] Yes. – [Alan] Exactly, so what
is it like to lead a brand like that, one that’s got a little chip or a challenger mode? – [Loren] I think it’s one
of the best opportunities in any marketers career, because
being able to take a brand that does have that challenger
approach, that says I have something to prove, I have
a point of distinction, I’m gonna challenge the status quo and being able to not only
develop creative that has that impact and helps design the
way consumers see that brand but also live it in every
other aspect of your marketing focus, whether it’s the way
your approach sponsorships, the way you approach your CRM strategy, being able to take on that attitude and being able to push on the traditional challenges that are laid
out in the marketing space, but ultimately against your competitors and a way that ultimately
helps define your brand. Not necessarily push in
a way that’s negative, but do it and this is the
fine line we always look at, is what is a way we can make
sure that we have that attitude and swagger for Audi, then
demonstrate our point of view, but not necessarily look at
it where we’re offensive. That is something that I
think a true challenger brand has done well and can really
explore the creative outlets to really have an impact
on consumers as well and it’s been really
exciting to be able to be the humble steward of this
brand for many years now. – [Alan] Thanks, thanks, this
podcast is actually mostly focused on the US but we
have lots of listeners across the world I should I say. So, how is the Audi brand
positioned around the world? I only have a North America
or US centric view of it and then second part of
that question is you know what’s your version of
luxury and the experience you’re trying to create? – [Loren] Well, those two things
go very much hand in hand. We position Audi globally as
the progressive luxury choice and by doing so we make
sure that we give consumers the context when you’re
talking about a brand that’s progressive, your
pushing the envelope, you’re finding new paths, we
do that through technology and innovation, but also when
we demonstrate progressive luxury there’s a design
standard, there’s what I call substance behind the design
that we ultimately bring to our storytelling and it’s
those characteristics that we utilize on a global scale
but then we have our flavor of that for America, to
make sure that we’re making our technology relevant to US consumers, making our brand relevant,
we open conversations, we state our point of view,
that’s what a progressive brand does because we want
to start a conversation and using the combination
whether it’s through product launch activity or
ultimately making bigger, more provocative statements,
it gives us a chance for consumers to really see
Audi as a brand that’s truly unique and not more of
the traditional luxury that many luxury brands have
been associated with for years. We can push and strive
and deliver all of the characteristics that consumers
expect in a well engineered product with the highest
level of technology, with the greatest partnerships
but we don’t necessarily have to behave in a way that is expected. – [Alan] Hmm, gotcha, gotcha,
and so you are the head of marketing for Audi America
and you’ve got a parent organization, lots of
companies operate like that, how do you you manage the
global versus local needs for the market? – [Loren] One of the
characteristics of that and I have such a strong
relationship with our global head of marketing and they
really in the way Audi operates is we see the structure
of on a global scale is how do the markets help
support the parent company and the central organization? And one of that is by content development. What are the ways that we
can approach content so that it can be utilized across
the various markets around the world? Another way is social
media, is one of the things that we started here in the United States. This is the really been
the testbed of social media and it’s obviously exploded
over course of the last 10 years but we were the first to build
out the Audi Facebook page and being able to be a leader
and the markets that you’re certainly have the leading technology, the leading foundation in gives
you an opportunity to help work with the headquarters
and be able to grow that space and so when I look at
something like where we’ve certainly led and brought to
life that progressive structure in a unique way in America,
I mean something that we even just built out our third
series yesterday with Think Faster on Reddit,
where it’s where we’re taking Audi sport vehicles, we’re utilizing the
ask-me-anything format on Reddit, and being able to put
individuals, key influencers, behind the wheel, in some
case in the passenger seat, while they filmed live, taking
on questions from consumers, but demonstrating Audi Sport
speed and the performance characteristics, but
bringing a certain level of a thought leader focus to that
which is you’re utilizing an intelligence of being able
to do that at full speed, answering those types of
questions and it’s that type of smart progressive take on
just doing a performance at our association with Drive
Progress and it’s an initiative that we’ve had within our
organization for a number of years where we’re really
focused on the growth of women in business and
that type of conversation that we wanted to engage in
culturally on this platform that’s allowed us to continue
our partnerships with the Forbes Women’s Business Summit, the American Film Institute
with our two-year program where we have an individual
that is going through the program and is a female
director and has the opportunity to create content in the
future and we want to grow the opportunity for more women
in the film and in the entertainment industry and
this was one way through this foundation that Audi
could help build into that, so it’s those types of things in addition to our Super Bowl campaign that we did two years ago,
– [Alan] Right. – [Loren] That are all parts
of creating the conversation, demonstrating how that
works here in America, but being part of the global structure. – [Alan] I’m glad you mentioned
the Super Bowl commercial, I think it’s the name of
it was Daughter, correct? – [Loren] Yes. – [Alan] and the American
Film Institute work that you’re doing and
really taking a stand, you know, the brand’s not
afraid to take a stand on the equality issues as examples. In a world like today why
should a brand do that? – [Loren] I very much believe
in purpose-led marketing and I think that when you’re a
brand that positions yourself as a progressive luxury
choice, our engineers do that each and every day by
challenging the status quo. That’s how how Audi led with
Quattro, all-wheel-drive technology that now the
industry has adopted. Audi like with LED lighting
technology, it was the first that the industry has adopted
and there’s a series of those other firsts. We need to do the same
thing in our marketing and a progressive brand has
to ultimately move forward and by moving forward we
can engage conversations or start conversations
that should be debated, but you have to start with do
you believe in these things and within our organization
this is something that Audi of America’s been very focused on for several years now. How do we bring more women
into the technology sector? How to bring more women
into our organization? How do we challenge the status
quo of the 20 percentages that exist within the automotive
industry as far as women working in our workforce and
so that idea and that drive that we have within our
culture was something that we have set a high bar on, we
have goals we need to achieve, we have certainly haven’t
accomplished everything, but we do have pay equity
within our organization, equal pay for equal work and
it was something that was very much a conversation of
what’s happening in society at that strong level and
something we wholeheartedly believed in and we feel
like the Super Bowl is a very important place
to raise a conversation and certainly something
not only do you believe in, but something that
consumers can relate to, and so we wanted to use that
platform, yes, we introduced the Audi S5 Sportback at the same time, but we wanted to utilize
that platform to engage that conversation and make sure they we’re building awareness around it, because it’s something
that was important to us, but you certainly, as a marketer, you have to make sure that it
is something that is part of the core values of your company, that you’ve invested in and
beyond just the Super Bowl campaign, we as a company
had signed the White House Equal Pay Pledge, we’ve
invested in the number of STEM programs, I mentioned the
AFI partnership that we have and the two year female
director grant initiative, sponsor of the Forbes
Women Business Summit, so there’s a series of
things that we have done as one of the initiatives that we believe can drive progress forward in our society that we wanted to take a stand on. – [Alan] Like it, you
haven’t stopped at purpose or societal issues, I want
to talk about you’ve brought technology and innovation
to partnerships that you do in marketing as well,
like the Audi player index for Major League Soccer. You’re almost innovating on
how you work with partners, whether there’s a sponsorship
deal or whatever it is, why you do that one and then
two what does it do for you? – [Loren] Well, it goes back
to the authentic position we hold as a brand. If we’re positioned as
a progressive brand, a brand that progress comes
through the technology that not only takes the
investment and that our engineers do in our products, we
need to bring that to life, again going to our purpose in
our focus with our partners. Being a step-and-repeat brand,
meaning the step-and-repeat boards that consumers get
just because you’re a sponsor of said event, is not necessarily
the type of experience that we feel that Audi should bring, we should add to the sport. We should add to the partnership
that we bring to life our goal in engaging the partnership with Major League Soccer was we
identified a cultural opportunity and that cultural opportunity
was Major League Soccer in America was taking hold,
this was right around the time of the World Cup, broadcast
rights on ESPN and Fox had been secured so consumers
could start to see their teams and start to gather a local association, which they’d never had been able to do, you couldn’t find a, you
know you’d have to get up at five o’clock in the
morning to watch someone for the European teams
play, but now consumers on Saturdays and Sundays can
watch those games happening here in America. Those two opportunities, with
the growing interest in soccer the investment and really
the challenger spirit that Major League Soccer was
taking on, it was like-minded for us as a brand. They said that they wanted
to go and compete against Major League Baseball and
the NFL for the mindstate of America, time, and
whether that was viewership, whether that was ultimately participation, they were looking and
we’re seeing the statistics continuing to grow ratings
consistently are up year-over-year and it was a
place where we could associate with a like-minded brand, we
could ultimately do something to help grow the sport
of soccer in America by bringing something to
it and the case of what we brought to it was the Audi player index and so on the MLS app, we
were able to bring statistics to the game, where this
application actually looks at each player’s behavior on the
pitch and gives them a score based on different tactics that
they utilize during the game and ultimately that Audi
player index is something that consumers can follow
over the course of the year and determine how their
players are actually working within the game. And it’s amazing with all
the statistics we have in other sports in the United States, that this wasn’t something
that was available, it wasn’t even in Europe and
so it allowed Audi to bring the technology to the
game of soccer in America and able to give us
something that was additive to the experience for consumers
so they could engage more, be more enthusiastic about
this game that many Americans are learning about and
spending more time with. – [Alan] Yeah, when I caught
wind of it and when we were doing research for
this it kind of blew me away because you think of a
traditional American sport like baseball, there’s
stats out the wazoo. – [Loren] Right.
– [Alan] I know. – [Loren] Exactly, and
the fact that there really isn’t stats for soccer, I was like what? – [Loren] Right. – [Alan] This makes no sense,
so kudos, that’s a great little wedge you’ve created for yourself. – [Loren] Thank you, thank you. We’re looking for ways
to continue to grow it, because as more and more
people in America are becoming engaged with MLS, engaged with
soccer as an overall sport, if it’s MLS continues to do
the great growth that they do, we think there’s a lot of
opportunities to help bring fans into it and give them more
of an opportunity to engage, not only with the index
further, but engage with the way that they interact with their teams. – [Alan] Right, now
one ad recently, called Driver for the RA caught my attention and I won’t, I’ll name the
guy, so my Twitter feed is made up of people that like
to comment on advertisement. – [Loren] Okay. – [Alan] And a friend, whose
been on the podcast before, Bob Hoffman, who calls
himself the Ad Contrarian, I think loved the ad and when – [Loren] Always good to hear that. – [Alan] that’s a pretty high bar for Bob, because most listeners know,
Bob doesn’t really love much, so when it caught his attention
I had to take a second look. But with that I wanted it you
know it conjures up this world for people that haven’t
seen the ad, it conjures up this world, the driverless
cars and personal assistants and the human, my words, the human desire to potentially reject a
little bit of it, right, and get back to feeling things. – [Loren] Right. – [Alan] Viscerally, maybe. Can you tell me a little bit about that ad and where it came from? – [Loren] Certainly, certainly. We’re really proud of that
work and the basis of the idea is Audi has always been a
brand that’s looked to enhance the driver’s experience,
that’s been our focus in everything that our
engineers do, in every way that we try to portray the
brand in today’s very changing world of the transportation industry, with what’s happening with automation, certainly what’s happening
with high performance vehicles, we know that in many cases
when you look at our drivers, and the people that are
attracted to the Audi brand, their sole goal is how do you
enhance the Driving Experience overall and so we wanted
to step back from that and really celebrate that
opportunity, that the real emotion the emotion that many
of us have grown up with through years of those
experiences that you associate, whether it’s with your friends growing up, that first drive experience
and whether it’s getting a chance behind the
wheel of your first car you’ve put your money down
on, that that drive experience has so many memories
and so many associations and we wanted to celebrate that because now is a time with all of the
discussions that are going on with what will the future
of driving, in fact, entail, that consumers can really
celebrate this driving moment and Audi’s at the forefront
of all of these investments, which we look at in context
of technology, how automation will ultimately come to life,
working with our government in context of what the
future will ultimately hold and in the end we do believe
the technology and that enthusiasm that comes from
the driving experience, those things will coexist
and in this particular ad, we just wanted to take
a note on the fact that all of those times, the
time to drive and the feel, the enthusiasm of holding the wheel and getting the experience
and the emotion that comes with that is something that is
seeded in many consumers mind and let’s celebrate it. – [Alan] Right, okay, alright. – [Loren] What better way to
celebrate then behind the wheel of an R8 Spyder. – [Alan] That’s very true. You answered my question but
it was my followup question, it was gonna be was Audi
making a statement, you know, were you rejecting a driverless
car, but it sounds like you wanna live in a world
where those things can coexist. – [Loren] Exactly, exactly. Audi has been at the
forefront of these technology investments, the leadership
in automated driving for a number of years and
pushing the industry forward going back to the challenges
a number of years ago, looking at taking the
first vehicle up Pikes Peak and continuing to push on
the forefront of what will ultimately happen in this space
and it’s an exciting time. We are an industry that
is very much the center of disruption and the space
and we’re certainly looking to continue to lead
the conversation there. – [Alan] So, we’re talking
about the future in technology, if we pivot a little bit,
how are you thinking about technology in the marketing function? – [Loren] I mean there
is so much in our space that is extremely exciting right now. Many industries are in
this state of disruption, not just the automotive
sector and when I look at the advertising marketplace, it’s
another where there’s a litany of consumer choices right
now and there’s new solutions coming out not only in the
way that you can take in your media, whether you
look at the Sling boxes and DirecTVs and the others,
but the number of choices and the way in which you, the
number of different properties and the companies that are
actually creating content and different ways the
consumers can look at all that. I very much believe that
this world of artificial intelligence and the way that
we are so focused on that from a company standpoint in
the engineering of our vehicles and through partnerships
with Amazon and with Google has certainly helped us
continue to be a leader in that space is something that
is going to really change and help us really push
forward in personalizing experiences for consumers
in the advertising world and so artificial intelligence
has been something that we’ve done several base
level testing scenarios with. I’m part of the IBM Watson
Cognitive Media Council where we’re looking at some
of the new applications that they’re introducing for
how marketers can navigate the space, how we can
test future opportunities and I believe that the more
personalized that we can make the experience for the
consumer and the more relevant we can make the storyline,
if they’ve spent time on Audi USA and they’ve configured a vehicle, and how we bring that message back to them or how we reach them in
the first place, based on other things that they’ve
done in their lifestyle experiences online, the
better off we will be, and AI is certainly a great
way of being able to distill the information and
serve up an appropriate Audi message for them. – [Alan] Okay, good, what does
your talent pool look like? You’ve got internal
folks, external partners and for external, I’m curious,
too, what are the types of partners you work with, I
know you work, I think you work with a number of them and
maybe get a little sense of like internal versus external
and then maybe go into partner, you know? – [Loren] I’m really proud of
the team that we’ve built here at Audi of America. We do leverage our Global Network
and having the opportunity to liaison with our headquarters
and being able to gain expertise and be able to share
content is a key resource in an industry which is constantly
striving for more content and there are many mouths to
feed as a head of marketing when you look at your social
channels in your website and in our case our dealer screen networks and all the other
components of your systems, but our team is really focused
on very specific business leads who lead the various
facets of marketing, whether it’s social media or
media strategy, CRM leadership, retail marketing, being able
to make sure that we bring that group of experts in
and then we have a strong what I would call the
extension of our marketing team which is a series of boutique
agency partners around the country that really helped
facilitate, they’re really best-in-breed in their respective spaces and that allows us in
key markets like New York and San Francisco and Los
Angeles to really build up this foundation of
brilliant creative minds, individuals that are pushing
on the same level of innovation and that have the same
type of progressive stance that we hold as a brand and
bring that kind of DNA focus into their environments and
that allows us to continue to push forward with some of the
brilliant creative campaigns and creative marketing programs
that we’ve done in the past. – [Alan] Hmm, there’s
a lot of moving pieces. Who takes the lead in orchestration? Is that done here in some
sort of strategy function? – [Loren] It is, we have a
very detailed planning process that we go through each year,
that we at Audi of America lead and that process
really requires all agencies to play together well in the sandbox and I think between the
behavior of my team, the real feedback, real-time
scenarios, that we put together and the level of inspiration
that we spend a lot of time focused on, I want my
agencies inspired, I want them to inspire us and that
level of cross-collaboration and making sure that we put
some level of clear structure about we need to get to
said point and these are the key milestones we need to hit,
that type of open dialogue and making sure that we’re
really seeking out those more disruptive behaviors along the way has been a good working system for us. – [Alan] Okay, and so as
you look ahead for marketing and what you’re looking to do in Drive, are there any unanswered challenges ahead? Or opportunities you’re
trying to crack the nut on? – [Loren] I think in today’s
marketplace, there’s plenty as the Head of Marketing,
that you have to be able to start to look beyond that
key to inspiring is something I have to relook at every day. How do I keep teams and
individuals motivated and culturally curious
on what are some of the guiding forces of what is
going to affect consumers in the future and so that can
come from not only programs like what we look at in
artificial intelligence, but the dizzying array of
options that come in the world of digitalization and some of
our customer-centric platforms how are we treating the
customer different in the store, what’s the full consumer
journey, that is something with all the platform work
that we need to continue to develop in the way in
which we reach consumers throughout that journey is
one of the big challenges and AI plays a big role in
that, so the last one I would really look at is really
purpose led marketing. How do we continue, whether
it is something like our Drive Progress Initiative or
as we evolve to other programs how do we make sure that
we’re always giving anyone who engages in one of those
sponsorship experiences or one of our shared partners
who may be a disruptor in that stage, how do we make
sure that Audi has a clear point of view in that
relationship and that we stay consistent in our storyline
and they really do feel like wow, I’m associated
with this progressive brand. This brand’s really making a
difference as a part of this partnership and adding
value to my experience. – [Alan] Okay, well I want to
switch gears, cause I think folks that listen to this
show like me to get to know the person as well, so, we’ll
switch gears a little bit, and in doing so, I really
like to know what makes up the person that’s across the
table and I love this question and people take it in many different ways, but is there an experience
of your past that defines who you’ve become who you are at today? – [Loren] I feel like a lot
of what defines an individual comes from those basic values
that you’re taught early on and they’ve driven tenacity
that I’ve had in my career and that willingness to push
and find alternative ways and say I’m gonna be the
champion on this or even what has embodied the Audi DNA,
which I say comes all the way from our founder of finding a better way and a better solution comes
from a strong work ethic that was taught by my
father and my grandfather was always pushing ahead
small businessmen who had to fend for themselves and
find those solutions and when times were tough,
find an alternative path and come up with different
ways to build their businesses and that, in combination with
my interest in marketing, which, as mentioned earlier,
really did start early on and I think for so many
individuals starting their career, it’s just unclear, I don’t
know, how did you end up in this space, what was what
led you to that guiding force and, for me, it fortunately
happened in course work and an undergraduate program
but that for many people that doesn’t happen as well or as quickly and I’d say seeing certain
mentors in my career that helped I would say fan the flame
and help build that career interest and when maybe
some things weren’t exciting as others, when you’re
working on a certain product that may not necessarily have
the same level of excitement as driving an S8 or an R8,
but when you’re working on a bar of soap or something like that, to be able to understand
how it is foundationally gonna be important and
what is this going to build as a stepping stone in your
career and finding those individuals in the interview
process I always found I can size people up pretty
quickly, not only when I’m being interviewed but also
when they’re interviewing me, that really helps to know are
these the people you wanna work for, and I fortunately
worked for some really good, great leaders across my career
that have given that guidance and so a combination of having
your own personal tenacity I’m gonna push forward, I’m
gonna find my career path but I’m also gonna help this
brand push its way ahead but then being able to
identify those leaders and having those people investing time and asking the right
questions of them has been important growth for me. – [Alan] Well, and so the next question and I guess there is a pun,
is what drives you personally? (both laughing) – [Loren] It is a guiding
force to ultimately want to make something better and
what I mean by that is making things better for my
team and can I inspire them and help grow and develop their careers? Can I make this brand better? What am I gonna do tomorrow
that’s gonna be better than today and some of that
has to be looking out a year and what are the paths to get us there and some of the things are
the basics of I’ll only do what we can do to help
us in the next 30 days on retail sales, but then
the last thing is looking at my family my personal life
and it’s taking care of me and making sure that whether
it is setting a goal to run this sprint triathlon for
the first time this year or personally to make sure
that my children are having the experiences that I want
them to have to be able to grow and develop beyond what
they are experiencing in their day to day with
us planning the right trip, it’s being able to having
that a person say well, I’m gonna have to spend some
time planning those things and so you need to take
the time and the energy but having that willingness to
push and make someone’s life better and that’s one of the
reasons I’ve been involved with the DC Scores which is
a charitable foundation here in Washington, which
touches 2,500 children and the goal of their program
is to build an after school program for these kids,
they get to do after school soccer training and they
also get to do after school creative development, which
is primarily based in poetry, so an odd combination but
ultimately a combination that works and extremely
successful and they have 20-something schools on their waiting list and it’s just another foundation
of that focal point for me which is how can I do something
that can help give back to ultimately make that
better, it obviously is related to soccer, something I’m
personally invested in and focused here in our
community, which is also a full player for me. – [Alan] Sounds like a great organization. Are there most marketers tend
to be students of other things that they watch, right? Are there brands or
companies that you follow or you think other people
should be taking notes on? – [Loren] There’s quite a few,
I think if you’re a marketer who’s pushing a challenger
brand, you’re always looking over your shoulder to
say who’s doing this well and there’s other certainly
a variety of iconic brands that I look at, but I’d say
the brands that I admire for their tenacity and
their challenger spirit. One would be Patagonia, I
love their purpose-led focus. I love their commitment to
those things in all aspects of their business. I look at a brand like UnderArmour, who also takes a challenger approach and very much the way
they approach the world of social media the way they
approach video content and also by bringing their
brand to life is very consistent with a lot of the ways
that we go to market and the last one I would say
is a brand like Fast Company. Fast Company does a very good
job of not only giving you the context of business but I
think the way that they bring that brand to life and evolve
it from not necessarily just being a story of how
business pushes forward, but you as an individual and
how you can be a disruptor in your space and giving you key insights and others to help drive
your business forward, but drive your personal brand forward. It’s good context, so
those are a couple that I kind of keep on my radar. – [Alan] Last question
for you, what do you see for the future or marketing? What does it look like? – [Loren] Well, I wholeheartedly
believe that this world of purpose-led marketing,
making sure that in that purpose led world, you’re not just
following that with your staid and traditional approach,
but doing it in ways that are truly innovating and
enhancing the experience for the customer, whether
it’s on site at an event, whether that’s through your
social media marketing programs, your CRM, but that your
brand has to authentically live up to that. I believe that that’s something
consumers look for brands that share their values and
if your values are consistent and you’re willing to go out
on a limb and defend those and build conversations around
them, consumers are going the studies clearly show
more attracted to that brand, and so I believe that
that is going to be a key differentiator for
brands that are willing to take the brave note
and stick up for things that they believe in, but
they have to have the backing and the real internal support
and a real demonstration of those acts and commitments to
be able to continue the focus on that and the other I very
much believe in is with the growth of digitalization and
that has so many aspects across a business, that’s the platforms
consumers interact with, it’s your website, it’s your
social world, but specifically as artificial intelligence
continues to grow I believe that there is clearly
an opportunity for brands to engage in that and be smarter
about the way that we can personalize those experiences,
so consumers aren’t spammed, so consumers aren’t getting
the irrelevant level of content that they’re receiving
today and as we’ve become more personalized and the
media choices that we’re able to make and the properties
and the brands that we’re willing to associate ourselves
with, artificial intelligence is going to give us that
opportunity to make sure that some of those programs are
more tailored to the way that we want to receive them as consumers and so I think we as brands
have a lot of work to do, with the growing elements
of what’s happening with data analysis in our space. It’s in its infancy, but
I believe that’s clearly a great opportunity for
marketers in the future. – [Alan] Well, thank you so
much for comin’ on the show. – [Loren] Thank you
very much for having me. It’s good speaking with you today. (jazz bass playing) – [Alan] Marketing Today is
brought to you by Atomck. Atomck focuses on unleashing
the growth potential for clients we serve. Atomck is a strategic consultancy
specializing in business, marketing, brand and innovation. Our singular goal is to help
you accelerate your efforts with the right mix of expertise,
analysis and creativity. Check us out at atomck.com,
a t o m c k .com. (jazz bass riff) Hi, it’s Alan again. Marketing Today was
created and produced by me, with writing and editing by Kevin Greeley, social media support by Meghan Woods, art and graphic design by Sarah Dell. If you’re new to Marketing
Today, please feel free to write us or review on
iTunes or your favorite listening platform. Don’t forget to subscribe
and tell your friends and colleagues about the show. I love to hear from listeners
and you can contact me at MarketingTodayPodcast.com. There you’ll also find
complete show notes, with links to anything we talk about on any episode. You can also search our archives. (upbeat jazz riffs) I’m Alan Hart and this is Marketing Today.

Leave a Reply

Your email address will not be published. Required fields are marked *