IAA President harps on First Party data optimisation
By Oghale Mafuru
As global marketing professionals look to the year 2023 with optimism amidst gloomy economic predictions and the imminent phase out of Cookies, the President of the International Advertising Association, IAA, Sasan Saeidi has charged marketing professionals to be more creative and innovative with the use of First Party data to create iconic solutions that will deliver on clients’ expectations and increase bottom-line.
The President of the global body gave this charge in his forecast for 2023 where he revealed some key trends and insights that will likely shape the marketing ecosystem this year as well as how professionals can be strategically positioned for effective and result-oriented solutions that respond to the current realities and challenges.
He averred that First Party data will be the major source for reliable and accurate data which marketing professionals will optimise this year.
“From Data lakes to Delight: We are only going to become more reliant on first part data to create more relevant, comfortable, and appealing experiences for the consumer. So, let’s get analysing, let’s get smarter with the way we are breaking down the signals, and how we are using the signals of the data lake to delight. Delight equals Conversion” he said.
Speaking further, the IAA President who doubles as the Chief Executive Officer of Wunderman Thompson stated that: “Marketers are more focused on short term Vs long term more than ever. Understandable that we need to think sales and share price all the time; but if we don’t sacrifice a little margin in the short term to invest in the long-term brand building; we will diminish brand health in the long run. Our marketing playbook should not be focused on Wall Street; it should be focused on high street and building B2B & B2C brands that are human”.
The IAA helmsman stressed the need for a critical review of the work culture and human capacity management in line with the emerging trends and challenges.
His words: “Shaping the future of work: We need to help our industry talent to remain in love with brands; marketing and advertising and stay invested. Quiet quitting, the growing talent drain and an uncertain future of work, fueled by the debate of remote Vs in-office are real challenges for business. But we are ultimately in the people business. We need to get creative with our future work blueprints and its starts with empathy”.
He urged brand managers to be authentic and consistent in their brand message with strict conformity with the value proposition.
“Less is more in 2023. There is too much distraction out there and it’s not helping marketing. Brands are doing too many things; inconsistently and doing them badly” he stressed.
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