BT CMO: Technology is an enabler for change, not the answer to change

Randall Bruder

Mel Edwards, CEO EMEA at Wunderman sat down with Zaid Al-Qassab, BT chief brand and marketing officer, following the launch of Wunderman's Future Ready study, to talk about how marketers are supporting and dealing with change.

Rapid developments in technology, changing consumer behaviours, demand for new capabilities and a lack of resources around those are all challenges for marketers hoping to keep pace and serve their customers better.

"It's easy to get charmed by technology and forget that technology is an enabler for you to deliver on your customer's needs better, and to grow your business" said Al-Qassab. "There should always be a balance between the short-term needs of the business and the long term desire to set yourself up for the future."

The study from Wunderman revealed that despite having access to more innovative marketing tools and systems than ever, 72% of companies feel limited by short-term expectations.

According to Al-Qassab, a mix of both new skills and traditional methods is essential for success; "I believe great people can always be trained to rise to the challenge of modern marketing - which is about creative ideas and deep analysis. People that understand art and science."

"It's fine to have teams with specialisation, but somewhere there needs to be someone who understands both sides of the equation."

The BT CMO also shed light on what he thinks marketers need to embrace in order to meet the needs of the consumer of the future: Diversity.

"Organizations need to be diverse in background and in the way that people think. That mix is what will help people understand the customers they serve and come up with different ideas. Diversity and inclusive workplaces will form the bedrock for meeting future challengers."

The conversation on this topic will continue in Cannes next week aboard the Boat FCB, Jetée Albert Edouard at 10:30am, Thursday 21 June. Al-Qassab and Edwards will be joined by Adobe vice president, global partners, Jay Dettling; Sherine Yap, global head of CRM at Shell and The Drum.

Register to attend now.

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