On Thursday, February 22, Wayne St. Amand, Chief Marketing Officer of Visual IQ, a Nielsen company, hosted a webinar called, “Marketing in the Era of the Empowered Consumer: How to Connect Your Best Marketing to the People that Matter Most.” Amand is an experienced marketing leader with a track record of significantly increasing the growth trajectory of technology companies. He is currently responsible for driving business expansion through Visual IQ’s global corporate and product marketing strategies.
Amand discussed how one can ensure their message is delivered at the right moment across the right channels, as well as how to turn prospects into customers and customers into advocates. He spoke of targeting the time your audience tunes in most, and how different audiences use different media outlets. He encouraged the use of demographics, paired with behavioral and interest attributes, to target individuals appropriately. For example, he said it is beneficial to segment audiences by where they live, where they work, family type, etc. Moms have a different need than small business owners. This combination of audience and attribution make for true “marketing intelligence.”
Furthermore, he spoke of major trends impacting modern marketing, such as the influx of social media, as well as the challenges driving the growing need for consolidated marketing intelligence. The world is ever-changing, as are communication channels. It is important to target the consumer based on their wants and needs to make them a customer, and continue to cater to those needs to make them an advocate.