Tune in to Time for A Reset
In the latest episode of Time For a Reset: The Marketing Podcast with Global Leaders, host Paul Frampton connects with Michael Smith, CMO of NPR. They discuss the challenges of brands taking stands on social issues, the role of brands in supporting underrepresented groups, and the impact of technology on marketing. They emphasise the importance of staying connected to consumers and adapting to new tools and technologies. This insightful conversation explores the evolving nature of marketing and its role in a rapidly changing world.
Understanding the Impact of Technology on Marketing
Michael emphasises the need for adaptability and flexibility in marketing due to the increased complexity of technology over the past 40 years. In the 1980s, media planning was straightforward, involving a mix of print, radio, outdoor, and TV ads. Today, the landscape has drastically changed with the advent of artificial intelligence (AI) technologies. Modern agencies use AI to create custom target segments and generate personalised audio ads in real-time based on user data. This shift requires sophisticated media planning and strategy to manage the multitude of AI-generated ad versions, illustrating the exponential growth in marketing complexity.
“I think it’s important for marketers to embrace technology and use it to enhance their creativity and inclusivity. Technology can be a powerful tool for understanding consumer behaviour and reaching underrepresented groups. But at the end of the day, it’s all about staying connected to consumers and their values. That’s what will ultimately drive success in marketing.” Michael Smith
The Evolving Role of CMOs
Michael discusses the increased complexity in advertising, noting the enduring balance between data and creativity. Historically, focus groups provided insights for creative development, exemplified by “Mad Men,” where early data collection involved small, manual efforts. Today, advanced technologies gather extensive data signals from millions, vastly improving this process.
Despite these advancements, the fundamental concept of combining art (creativity) and science (data) in advertising remains unchanged. Modern tools have supercharged data collection, but the basic principle of using this information to inform creative decisions persists, illustrating the ongoing interplay between data and creativity in the industry.
“As marketers, we have to be able to adapt and be flexible. We have to be willing to experiment and try new things because the tools and technologies are changing so rapidly. And if we’re not willing to adapt and learn, we’re going to get left behind. So, I think it’s really important for marketers to have that mindset of continuous learning and being open to new ideas and new ways of doing things.” Michael Smith
Wrapping Up
Tune in to this special episode of the “Time for a Reset” podcast, and join host Paul Frampton and Michael Smith, Chief Marketing Officer for NPR, as they discuss the challenges of brands taking stands on social issues, the role of brands in supporting underrepresented groups, and the impact of technology on marketing.
They emphasize the importance of staying connected and relevant to consumers and adapting to new tools and technologies. This insightful conversation explores the evolving nature of marketing and its role in a rapidly changing world. Don’t miss out on this engaging discussion with Paul Frampton and Michael Smith.
Join us on Time For a Reset: The Marketing Podcast with Global Leaders
Tune in to the latest episode of Time For a Reset: The Marketing Podcast with Global Leaders, where we sit down with representatives of household brands to uncover the secrets behind driving transformation in today’s rapidly evolving world. From shifting consumer behaviour to the increasing importance of marketing in driving business growth, this podcast delves into the strategies and insights that are shaping the future of marketing.
You can read the full transcript episode here.
