Marketing Inspiration #34.1: Top Tips from the Shiny New Object Podcast
Your weekly dose of data-driven marketing insights - The Shiny New Object podcast
On the Shiny New Object podcast, senior brand leaders share their vision for the future of data-driven marketing and their best tips to improve creative effectiveness.
“The magic happens when you deliver both on foundation and on transformation.” - Christina Rapsomanikis, Global VP Digital & E-commerce, Mars
The “brilliantly boring basics” are there for a reason, Christina says. Marketing leaders have to continually look at the basics, ensure they’re being done, and consider what can be improved upon. They’re the really big needle movers, while transformation and shiny new objects bring incremental improvements in data driven marketing.
Transformation “can be the thing that leapfrogs you in front of your competitor or gives you the market share goal that you want, or just some sexy PR.” However, it cannot deliver all these results if the basics aren’t being done first.
Listen to more advice from Christina on balancing foundation and transformation here.
—
This month’s ‘Best Data Driven Marketing Tip’
"Tell a story instead of a Powerpoint.” - Patrick Janssen, Partner Marketing Manager, Cisco
Understanding your audience and making your message relevant to them are key elements of successful marketing outside of your organisation, but also of good stakeholder management internally. Patrick recalled that one of his biggest career mistakes was going “all in” on unnecessary details in one of his first management meetings at Cisco. Yes, data can be seductive and dashboards can draw you in with lots of information, but ultimately, what does your audience actually need to hear?
His advice to marketers is to consider who you’re creating content for. What are you trying to bring to your stakeholders and how and why should they care for your adverts? Tell a story first, and make it relevant. Learn more about how to do this on the podcast.