Marketing Inspiration #36.1: 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.
“Leverage existing talent to create memorable content.” - Monica Narvaez, Digital Media Manager, OPPO
In our cynical worldview, Monica believes we’ve been used to think less ambitiously when it comes to creative talent. However, she thinks “everyone is special, but we’re so used to being put down…. That we don’t see how wonderful our talent is.” This is why OPPO invests in young creators and tries to support their potential while also using their unique content for the brand.
Even though digital media has been around for so long, most people don’t truly understand it. People still don’t know how to create content effectively and for their target audience. That’s why brands need to start leveraging existing talent, paying emerging artists and creators for their work, and giving them the push they need to keep creating excellent content.
On the podcast, Monica shares how OPPO identifies new talent and gives more tips on how to succeed in data driven marketing. Listen to it all here.
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This month’s ‘Best Data Driven Marketing Tip’
"Be pragmatic. Can you say what needs to be done in 2-3 sentences?” - Leandro Chique, Marketing Director, Strategic Adjacencies, Philips
Marketers need to be able to communicate succinctly and to the point - whether that’s ensuring you’re very clear with your consumers or with your stakeholders. To do this, Leandro emphasises the importance of using data: articulating your points with numbers will paint a clearer picture and will make you more persuasive.
Data can also help answer a key question: What is the consumer problem you’re trying to solve? Most marketers don’t really understand their customers’ pain points, cannot articulate them, and therefore don’t solve the true problem. In healthcare in particular, Leandro finds it crucial to draw the patients’ pain points, their problems, and how the product you’re marketing is specifically addressing those.
Find out more about how Leandro uses data driven marketing at Philips and why his shiny new object is behaviour change among patients, also driven by data, by listening to the full episode of the Shiny New Object podcast.