At the IAB’s annual Engage conference, representatives from companies
including Unilever, Microsoft and Yahoo, talked about how they were
using digital media to establish ongoing relationships in an ‘always on’
world.
Jay Altschuler, Unilever’s director of global media
innovation, told attendees the FMCG giant aimed to be a people-centric
company and that digital, and mobile in particular was at the core of
its communications strategy.
Meanwhile,
Ross Honey, Microsoft’s general manager for Xbox Advertising, said
content-personalisation will be a key area of focus in the online
services giant’s marketing of the Xbox One, which launches next
month.
Also speaking at the event was IAB chairman, Richard
Eyre, who said companies need to focus on becoming people-centric
brands, not revenue-driven ones.
He said: “For brand marketers,
technology has made a 1:1 relationship with customers a reality. The
most important value for brands to pursue is trust, because if you don’t
have that, then customers won’t let you use their data.
No comments:
Post a Comment