Nick Kohlschreiber Speaks To Perks Of Marketing and Modern Technology

Sweeping technological developments and the expansive reach of social media platforms has permanently altered the nature of marketing as a whole, a feeling Guardian contributor David Benady noted prior to a panel discussion with industry executives. “Real-time conversations brands have with people as they interact with websites and mobile apps has changed the nature of marketing,” Benady exclaimed. “The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.” The potential of an advertising campaign has broadened too because Facebook, YouTube, online news websites, and integrated apps for smartphones and tablets now allow strong ideas to quickly spread and influence in the span of one day. “If you come up with that nugget of an idea, you’ve now got such reach that you can expand that and get tremendous coverage just from a little niche idea,” said Mark Singleton, head of marketing at Paddy Power.

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