What should marketeers be looking for as a trend in 2017?
I think they should be looking for data, the right data, this is from my point of view
of the market. The data is becoming more and more important. You need to be able to harness
the right data. You need to be able to create an ecosystem and platforms around you where
you can do a fragmented data interchange with your users and your, let's say, clients. I
think that's probably the most important side of it.
A quick follow-up on that. How does someone get started with doing something like that?
That's a bit of a challenge. It's always easier to say who's good at it. A company who's really
good at it is Amazon, locking tons of data on their users and clients all the time. They
understand purchase behavior, they understand which time of day, what you're looking at,
everything around them. You need to think that idea and then you need to start building
an ecosystem around you where you can collect data and where you can put your goods in the
center and your brands in the center.
Sounds great. Based on that, if you were to summarize this into a challenge for the 2017
marketeer, what would you challenge a marketeer to do?
I would challenge marketeers to become even more interested in data-driven business, data
in many senses, understanding what your results are, linking the results back to the actions
that you took, to the effect that you had on your users and your clients.
