The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer | N/A

April 15, 2014 | 2 min read

Social is really coming of age, real-time marketing sometimes gets distorted and consumers are using mobile more than marketers know how to reach them on it, according to Jerry Daykin global digital director for the Mondelez account at Dentsu Aegis Network.

Speaking at the The Drum Marketing Awards judging, for which he is a judge, Daykin - previously European social media manager for Mondelez - said that there are lots of exciting examples in the marketing industry and that one of the key trends for 2014 is real-time marketing.

“There is definitely a huge trend about marketers trying to do more real time and think they have to be careful about they do that and position that in their brand. There’s obviously a massive trend around mobile because consumers are using mobile more than us marketers have worked out how to reach them on it, and I think that’s a trend we need to get our heads around.”

Daykin added that sometimes real-time marketing can become “distorted” with brands thinking it can only be used around large scale events like the Super Bowl.

Speaking about ibeacons he said they provide an “incredible opportunity” for changing the purchase journey: “We’re doing experiments with it and I think it’s pretty exciting – it’s quite young, consumers aren’t used to seeing it yet but I think there’s definitely something going to happen there”.

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