How We Approach Marketing
Marketing is driven by data today, and lately, we’ve seen no end to the trillions of bytes generated online. Scott Hirsch CEO of Media Direct Inc., discusses how data technology is revolutionizing the very basics of this integral industry.
The marketing industry has undergone a major shift over the past few decades, brought on by the collection, processing, and interpreting of huge quantities of data. And while many companies are still deciding exactly how to use that information, there are some fundamental changes that can’t be ignored. Scott Hirsch CEO of Media Direct Inc., discusses what he’s seeing in the sector.
Scott Hirsch CEO on Data Technology in the Industry
As difficult as it might be to accept for professionals who pride themselves on instinct, the truth is that companies who spend more on technology also tend to perform better. This is an age where customers want to be spoken to directly and when they want to get everything they need without having to wait for it. Data can be the key to effective automation, which can be the key to meeting their expectations. This doesn’t make employees any less valuable though. It’s their insight and creativity that fuels what information is given to customers and how it’s presented.
Scott Hirsch CEO On More Department Working Together
Scott Hirsch CEO says that the age of siloed departments in organizations is coming to an end. It’s not just marketing and sales that need to work together — everyone in the company needs to be on the same page. Data has the power to bring people together, highlighting the most important facts and giving all professionals a general framework to work from.
Scott Hirsch CEO on What AI Means for Customers
Scott Hirsch CEO would lay much of the foundation of his marketing career as the former CMO of Seisint, a company sold to LexisNexis for $775 million. As he honed his approach, he saw how traditional techniques were being challenged in his industry.
For instance, companies tend to speak to customers based on their general demographics. They may make broad assumptions, such as people in affluent communities want luxury goods and services. Scott Hirsch CEO says that tools like AI and data technology will help eliminate these kinds of general statements, so customers can be given real choices that suit their individual preferences.
Scott Hirsch CEO understands that even as the industry undergoes severe changes, the most important principle remains the same. At the end of the day, it’s the customer who will drive what we see in the future. Data is just the vehicle the industry will use to help everyone get there.
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