It’s a daunting world for the modern day marketer, but it needn’t be if they weren’t so “channel obsessive”.
At a packed out Programmatic Summit in Sydney this morning, global head of marketing technology and innovation at Kimberly-Clark (US), Mayur Gupta, said marketers must quit being so channel obsessed. He added that finding the human within ad tech was the key to success.
He said major shifts need to take place in order to bring the focus back to the consumer – not the marketing channel.
“There is a channel obsession, with people saying things like ‘mobile first’. The bottom line is we are thinking channels and that is the huge fundamental gap,” Gupta said.
Read more at http://www.adnews.com.au/news/marketers-are-channel-obsessed-but-must-find-the-human-in-ad-tech#dg037t7SICiDZSGK.99