Leading global marketers share five back-to-school tips with WFA’s Better Marketing Pod with David Wheldon
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- Use digital to help consumers make sustainable choices simple and preferred, says Unilever’s Chief Digital and Marketing Officer Conny Braams. While big business can work to make their own supply chains more sustainable, the real progress comes from helping people make the right decisions. Marketers can help make that easier, simpler and preferred for consumers to make the sustainable choice.
- Put data and technology in the place they belong, says former Chief Digital Officer at L’Oréal Lubomira Rochet. They are an enabler and marketers need to adjust to the fact that the world based on cookies is going to disappear. Cookies will not be the fuel of advertising and consumer engagement any longer.
- Focus on empathy and employee well-being, says Mattel’s SVP and Global Head of Barbie and Dolls Portfolio Lisa McKnight. Empathy means recognising how people who buy your products are feeling and how brands can respond to that. For employees, with all of the recent uncertainty, the question is how do we promote positive wellbeing? No business can succeed if its employees are not thriving.
- Ask what needs to be retained post-pandemic, says former SVP and Global CMO at General Mills Ivan Pollard. Everyone should ask themselves what they did differently that made them feel that the company, the brand or their job was getting better. Marketers need to capture where they have improved.
- Focus on strategy not tactics. Not always easy in communications admits Marketing Professor Mark Ritson. Strategy isn’t a complex thing, it’s ultimately very straight forward. Answer the questions of targeting, positioning and objectives first and marketers will always be in pretty good shape.
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