“We are starting to see the emergence of the marketing technologist” – Google, Tesco, Thomas Cook and iProspect marketers talk impact of tech
Google’s industry head, insurance, Andy Mihalop, Tesco’s senior marketing manager, mobile, Mark Cody, Mike Hoburn, sales, marketing & ecommerce director at Thomas Cook and Nishma Robb, chief client and marketing officer for iProspect, discussed the continued impact that digital has had upon brand marketers while speaking at The Drum’s Digital Convergence conference.
They trio has spoken about emerging marketing needs and trends, with Mihalop explaining that chief marketing officers are now expected to understand all areas of technology development, alongside traditional marketing methods – or bring that knowledge into a company if they find it impossible to do so.
“The biggest change for CMOs is delivery. Going from three or four brands campaigns a year to something that is more of a continuous campaign strategy but also something that really engages that community, audience and customers,” Robb also claimed.
Meanwhile, Cody echoed Mihalop’s views on the growing need for understanding, but advised that brands don’t attempt to adopt the use of emerging platforms without understanding them first.
The interviews, and excerpts from each of their panel sessions, can be viewed in video above. More details about Digital Convergence can be found on the event’s dedicated website.