Chief Marketing Officer
Universal Studios Hollywood (USA)
What will be the greatest influence on marketing in the next 24 months?
The combination of data, technology and a the increasingly wider range of media options will continue to influence marketing practices in the future. For example, we’ve started to see the use of data to inform creative strategy. There is no longer a one-size-fits-all model for marketers to develop content. And, the proliferation of digital platforms and data available to understand consumer behaviors, gives marketers ample opportunity to elevate content and distribution by channel with the broader customer experience in mind. As a result, we will continue to see more brands evolve to use a more complex mix of media options, from display to native, video, and mobile advertising. Also quickly emerging is the use of hyper-personalized content and experiences from augmented reality, interactive storytelling to live content across platforms.
How do you see marketing teams evolving to meet changing business needs?
The way consumers make decisions and purchase is vastly more complex now as a result of digitization. Consequently, marketing teams will need to reflect the changing trends, the knowledge about technological advancements and latest trends in both attitude and platform to drive results for a company. Highly agile teams will become increasingly important to marketing success. Teams will continue to be focused on analyzing vast quantities of data to be constantly redefining strategy and executing established plans. But, with the proliferation of new technologies and advances in data sciences, teams will execute more based on real time marketing strategies vs the traditional model where they execute tactics established in an annual marketing plan.