En una frase…
¿Cómo se define el marketing efectivo?
A classic definition of marketing effectiveness seems to be less relevant to the highly uncertain reality we experience at present—in my opinion, nowadays we should define effective marketing as quickly reaching tangible targets with reasonable cost of applied resources.
¿Qué tendencias de marketing te entusiasman en este momento?
AI, its unprecedented speed and how it penetrates various areas of our everyday reality.
¿Cómo la creatividad impulsa la eficacia?
I’ve been a strategist since I started my career over 20 years ago and trust me, creativity not only drives effectiveness, but it’s the essence of effectiveness. It doesn’t matter if you analyzed data, developed a powerful concept or made creative, viral content at the end. Unless you applied creative thinking into the process you are not able to reach beyond market average.
¿Cuál es su logro de efectividad favorito de los últimos meses: personal o profesional?
This is super down to earth, but I revolutionized my everyday behaviour. I have reorganised my wardrobe, this time using mainly functional criteria rather than identity-based. That reduced the number of clothes I am using by 50%.
¿Cómo espera que sea el marketing en los próximos cinco años?
I wish that implementing AI throughout different marketing disciplines will become more idea- and human-oriented, despite the increase in applied technologies.
Tomek was a 2023 Effie Europa juez. Leer más sobre las características de In One Sentence.
