The article shares top quotes from ANA speakers for December, highlighting the shift in marketing strategies from focusing on reach to building relationships and engaging with niche audiences. Jennifer Delvecchio from McDonald's emphasizes the need to scale through relationships in the face of increasing competition for attention. Margaret de Luna from CNBC Direct-to-Consumer echoes this sentiment, stating that reaching a small, passionate audience can open new monetization opportunities. Alex Abrantes from FCB New York stresses the importance of a timeless brand purpose delivered in a timely manner, while Jason Carmel from Wunderman Thompson discusses the potential of "inspirational AI" in marketing.
The quotes reflect a shift in marketing strategies, emphasizing the importance of engagement and relationship-building over mere reach. They also highlight the role of AI in marketing, with a focus on "inspirational AI" that can evoke emotions and excitement in audiences. The article suggests that marketers should consider how these insights can be incorporated into their own strategies.
Key takeaways:
Scaling in marketing is shifting from reach to relationships, with engagement becoming more important than the number of people who see your ads.
Modern measurement tools allow for deeper engagement with smaller, niche audiences, which can lead to new monetization opportunities.
Successful modern marketing involves identifying a timeless brand purpose and delivering messaging around it in a timely manner.
There is a growing interest in "inspirational AI," which helps audiences feel things and get excited, and it's worth exploring how it can fit into a brand's marketing mix.
