The division between traditional creative and technical responsibilities
is narrowing, wrote CMO.com's
Anoop Sahgal. Interviewing top marketing experts to discover what they
had to say about CMO clients, Sahgal posed the question: Can CMOs tell
the difference between agencies and system integrators, and do they even
In its article, "System
Integrators And Agencies: Can CMOs Still Tell Them Apart?", the
Adobe-produced site asked Blast
Radius' Gautam Lohia to share his insights on measuring success,
transforming push marketing into socially connected interactions and
creating full engagement experiences.
Lohia has over 21 years of experience in digital, telecommunications and
information technology, and has spent more than 12 years at Blast
Radius, where he heads the agency's global technology practice as chief
"Built with strong content and tied together with layers of customer
data, technology is now at the core of a rich brand experience," Lohia
said. "Fortunately, the distance between technologists, analysts and
content creators is narrowing, making new interactions possible." As
more of these technology-driven marketing opportunities arise, Lohia
believes that senior technologists will play an increasingly important
role in companies.
An advocate of marketers focusing more on providing valuable content,
Lohia commented, "For some of our clients with significant social
footprints, we're finding that publishing a dynamic piece of content or
engaging customers with an appreciation event creates measurable,
meaningful buzz across social channels, since the company is not driving
the conversation. Those activities are also much more cost-effective and
have greater reach and value for the organization."
When discussing going beyond the now-commonplace push notifications and
advertisements, Lohia gave an example of how to be fully engaging on
mobile devices: by "removing advertising from the marketing mind-set and
focusing on value-added experiences, such as a customer loyalty app with
appreciation points and the ability to load dollars into an account,
companies can get their brands in front of possible customers and
convert them into fans."
The full article can be read on CMO.com.
Advertising Age ranks Wunderman as the #1 global digital agency
network. Wunderman is a member of WPP (NASDAQ:WPPGY) and part of Young &
Rubicam Group. For more information: http://www.wunderman.com/
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