En una frase...
Com defineixes el màrqueting efectiu?
Effective marketing is about being responsible. There is a lot of energy, time and money put into a marketing campaign. Every marketer and the advertiser have the responsibility to track the effects of the campaign. This is a responsibility for our teams, our companies and ourselves. How we spend our resources is very critical. Therefore, it is also a responsibility for the people and the planet.
What marketing trend are you excited about right now?
I’ve been excited about the relationship between AI and creativity since 2017—today with generative AI platforms, my excitement has doubled.
Com impulsa la creativitat l'eficàcia?
Creativity has a multiplier effect. The brand size, media decisions and the communication strategy are also critical for effectiveness. That’s why the Effie Awards evaluates them all. But creativity is what gets people’s attention. Without an audience, none of the rest works.
Quin és el major obstacle per a l'eficàcia del màrqueting?
Lack of enthusiasm for understanding the science of marketing. There is more appetite for doing something new, for following the latest trend. Talkability in the marketing industry is mistaken for marketing effectiveness.
Com espereu que sigui el màrqueting en els propers cinc anys?
I hope it doesn’t become algorithmic and dull, and I hope the generative AI tools will inspire us to create more meaningful and more creative ways of connecting with the audience.
Toygun was the 2023 Effie Türkiye jury president. Vegeu més funcions d'In One Sentence.
