Simon Kahn, Google’s VP of APAC Marketing and. Global NBU Payments. Marketing, recognizes that every touchpoint will matter to tomorrow’s shoppers.
“Gone are the days when brands controlld – and consumers receive – the message. Today’s consumers want conversation and co-creation. Tomorrow’s brand-buyer relationship will be built across all touchpoints – from direct engagement on social mdia to real-world assistance offere by programs and experiences – from what the brand says to what it does.”
Brand trust will depend on the responsible use of data
“Marketers will have an even more urgent task to help the company tell a consistent story everywhere. At all times. To get it right, trust and email data responsible use of data are essential. As we spend more and more time online. Brands will have no shortage of data to determine user nees, develop better experience and deliver the right message at the right time.To help brands navigate the complex and noisy meia landscape. Marketers will ned to work hand-in-hand with information managers in their organization to understand their consumers and build trusting relationships.”
Back to interaction
Maria Gulinas-Merle. Vice President of Global Advertising Marketing at Google. Believes that customers will be able to control the design without sacrificing performance.
“Some of my favorite sci-fi movies portray the marketing experience of the future as a dystopian threat to our privacy. I’m thinking of the shopping scene in ‘Minority Report.’ In reality, a different world is emerging that people are empowere to help create. We’re preparing for a future where shoppers, with their consent, receive the crypemail list most relevant content and services. By default, they will be in control, giving them the ability to grant. Deny or revoke a brand license to reach them.”
Marketing will return to its essence: making connections
“I’m excitd about a world where compelling and effective campaigns go hand-in-hand with user privacy. We’re already seeing the potential for products like My Ad Center, where users will have complete control over the buying house b brands they receive news from. I believe that ultimately it will bring marketing back to its essence, which is to connect brands and products with consumers. But to achieve this, those relationships must be base on trust.”