In One Sentence…
How do you define effective marketing?
Effective marketing permanently changes consumers’ behaviors and beliefs, inviting them to the brand for the first time, making them buy more often or at higher value—without a component of the price discount.
How does creativity drive effectiveness?
Creativity helps build distinctive brand assets to save on media budgets (the more distinctive you are, the more memorable you are, the less budget you need), as well as by intriguing with “the new and fresh.” Creativity becomes the most effective leverage in our pursuit to grab consumers’ attention—a key component to be heard, liked and bought.
What do you hope marketing looks like in the next five years?
I hope marketing will gain an even more significant and strategic role in all organizations when price battles are so dominant and margins so slim—and in order to pull that off, we need to make sure it more and more successfully merges science (facts and figures, modern psychology, behavioral economics) with tech (AI, new media, MarTech), and continues to avoid being a fluffy festival of buzzwords without a strong anchor to business.
Michal is a 2023 Best of the Best judge. See more In One Sentence features.
