My passion is strategy and fundamental consumer insights. There is a misconception in the industry that the future is “digital”, it’s not. Rather, the future is about marketing strategically in a digital world. Things like digital media and social media should be hygiene factors by now.
I am not a fan of “marketing” in the traditional sense because it is usually a situation where a marketing team is expected to sell a product or service that was created to fulfil a business need or requirement and is usually something a customer doesn’t even want or need. Marketers then have to spend large sums of money trying to convince people using deceptive tactics that they need this product. That is the reason why I love disruptive or exponential organisations because they solve a consumer need or problem. Brands like AirBnB and Uber challenge the status quo and focus all their efforts on real insights and when you get that right you don’t need to spend millions on marketing because your service/product and brand experience is exceptional and consistent.
I strive to always “start with the WHY” and focus on the real insights that lead to an effective strategy regardless of the channel or distribution method. I endeavour to always become a trusted advisor when I work with any brand or client, no hidden agendas only their best interests at heart. I ultimately become an extension of their team and focus on building long-term relationships.
The advertising and marketing game is changing at a rapid rate and there is no “next big thing”, every day there is something new and consumers’ ease and rate of adoption has never been higher. An organisations ability and agility to adapt to this constantly changing environment will determine their future success. No longer are your traditional competitors the ones you should be watching, disruptive organisations with innovative technology are the ones that will be stealing your market share in the near future.