Video: "Consumer-led tech will dictate pace of change in all markets"
John Sheehy, President - Global Ops, Starcom MediaVest Group talks about the importance of marketers keeping pace with technology & SMG’s 70:20:10 approach
John Sheehy, President – Global Operations, Starcom MediaVest Group (SMG) is on a mission to further integrate SMG’s Human Experience practice across the SMG ecosystem, leveraging the strength of data and analytics, and digital at its core. With the acquisition of Convonix, SMG has further strengthened its digital offering.
Sheehy talks about the importance of marketers keeping pace with technology and SMG’s 70:20:10 approach.
The ability to deliver better consumer experience starts with understanding consumer behaviour, shared Sheehy.
“In all markets – whether it is emerging markets, core or dynamic markets – the pace of change is going to be dictated by consumer-led technology. Marketers, who keep pace with what consumers need, are keeping pace with technology and serving those needs. Marketers that are able to string together technology and consumer needs in a very efficient and effective way are going be the marketers that win,” said Sheehy.
Talking about the Starcom MediaVest approach to helping clients leverage and optimise the digital medium, Sheehy observed, “We follow the 70:20:10 approach, wherein 70 per cent is helping clients understand the pace of change in technology, 20 per cent is clients experimenting with the medium, leaving 10 per cent for creativity.”
To know more, watch the video
