"Disruptive" social media and wearable tech data: Confused.com’s head of social and content talks the future of marketing
Confused.com’s head of social and content James Cuff has said that the “disruptive nature” of social media is something that the marketing industry will increasingly see implemented.
Speaking at The Drum Marketing Awards judging, where he is on the panel, Cuff stated that that while many brands are "jumping" on social media because they see it as a small cost to the business, many are now using different techniques to stand out from the crowd.
“You’ve got to get through and cut through all that noise and there’s a lot of disruptive techniques which I think we are going to see a lot more of.”
Cuff also shared the view that wearable technology will have a big impact on social media and marketing in terms of the data that marketers can garner from devices like the Nike Fuel Band.
He also added that one of the main challenges in marketing, particularly in social media, is ROI to business and that using social media in a way businesses can profit is the next phase of utilising the platform.
“We’ve gone past the experimental phase where it’s all about engaging and being front of mind," he said. "Although that’s still a valuable place for social media, I think it’s about determining correct ROI and measurement.”
The Drum is giving readers the chance to vote for the Best Marketer of the Year category for the Marketing Awards. Have your say now on who should win by voting here.