Techfluence: The Evolution of Digital and Consumer Experience
On Tuesday, November 12th, 24 Seven Talent hosted a panel event to discuss how marketing and consumer engagement has evolved over the past 5 years and what teams can to do to prepare for the future of digital. Moderated by Sue Norelle Bortone, Senior Vice President of Business Development at 24 Seven, our panelists gave insights on what their organizations are doing to stay competitive and how trends like voice search and augmented & virtual reality have changed the digital landscape. Sue was joined by our esteemed panelists, Suzanne Darmory: Founder of The AGNCY, Ryan Brown: Head of Brand Strategy at Ceros, Sarah Borenstein: Senior Vice President Digital at ShopPR, and Wade Murray: President of Etude Pay and ATCE Group.
What do you feel has been the biggest shift in how brands communicate with consumers in the digital space?
The way brands communicate with consumers in the digital space has changed with the focus now on authenticity. This has transformed the brand-customer conversation from a linear dialogue to one that’s multi-dimensional and data-driven. Sarah Borenstein kicked off the conversation discussing the difference in today’s digital landscape compared to when Facebook was first launched 15 years ago. Not only has the digital world shifted, but the entire consumer mentality has also shifted, creating a smarter, savvier consumer who is involved in AI technology, interacting with Siri, and utilizing AR experiences to be transported into different worlds. Today’s customer does not want to be disrupted so brands need to fit into their everyday life and provide value. Insight marketing allows organizations to discover where the white space is and create a data-driven strategy to reach consumers on their terms.
What trends in digital are you most excited about?
Our panelists are excited about the future of digital marketing and called out trends like live video, gamification, experiential content, and experiential data. Suzanne Darmory predicts video and gamification will dominate in 2020, while Ryan Brown said his focus is on experiential. The opportunity to make content overall more experiential and bring brands to life through data is the driving force behind Brown’s organization, Ceros. Borenstein noted how AI and AR are more accessible and easier to incorporate into campaigns, which can aid in search behavior and connecting a physical experience to a mobile platform.
It’s critical to have the right people in place when building out your digital team. When hiring digital marketing talent what is your approach and mindset?
The digital marketing shift has evolved how companies are restructuring their marketing teams. Our panelists believe that when building a team, candidates must have the following skillset – natural problem solver, a thirst for education, creative mindset, interest in an ever-evolving digital landscape, interest in consumer behavior, and an ability to push the boundaries and bring something unique to the team in skills or mindset. Borenstein looks for a “kaleidoscope of talent,” different types of viewpoints and skill sets so that when they come together create something unique.
What do you do to attract top talent without a large budget?
To attract and retain talent in today’s tight market, companies should evaluate their mentorship & growth opportunities, and seek out a diverse pool of talent, focusing on candidates who believe in the company’s mission. Competitive benefits & perks like unlimited vacation, dog-friendly offices, and team outings are also key. Brown noted the importance of showcasing a brand’s personality and then finding candidates who believe in it. If you can mobilize your team around a common goal they’ll be as invested in the company’s success as you are. In today’s world, Wade Murray pointed out that people want more than a paycheck in a job. Giving ownership to those who can conjure strong ideas while promoting internal growth and problem-solving will create an overall culture to not only retain top talent but attract game changers in digital marketing.
The evening was a robust discussion of exclusive first-heard content about the biggest shift in how brands communicate with consumers in the digital space, the emerging strategies and platforms that are successfully engaging consumers, and how companies are shaping their teams to stay one step ahead. Want to be involved in our future Techfluence events? Click here to learn more and stay ahead of your competition with top talent from our extensive candidate database here.