The Clorox iConnect 2017 Conference just wrapped in San Francisco, where the Clorox studio teams showed up to learn about marketing in the digital age.
Magnetic CEO, James Green, sat down with Anne Murray (Sr. Director of Marketing Communications at Southwest Airlines) and Beth Reilly (Head of Global Media, Social & Digital at Motorola) to dive into the topic of sense & respond marketing. The overarching philosophy of sense & respond marketing is that businesses sense who their consumers are, predict their actions and desires, translate the information into a targeting segment, and then respond to that target with what they want, at the right time, right value, right channel. Conversations revolved around cutting edge technologies driving better and faster decisions, automation, and how we should be thinking about the media mix.
James concluded the panel with his Top Six ‘I Sense You’ Slips – examples of marketers who got the personalization thing all wrong. Here are a few of our favorites:
A travel brand advertises winter getaway deals to one of the coldest places in the US.
A stationary brand’s ad copy quickly assumes the reader is a parent (evidently with two kids).
A drug store chain receipt advertises a coupon for a lucky 40 year old – discounted adult men’s diapers.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.