#UTSMW21 Keynote Presentation by Adam Brown

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Издатель Mar 2, 2021

NOT WORKING: Why 2010s Marcom Skills Won’t Be Successful in 2021 and How the Shift From “Right-Brain” to “Left-Brain” Marketing Reinforces the Responsibility of Ensuring Marketing Equality

The transformation from what we used to call “right-brain” to “left-brain” marketing is upon us. The past decade has seen this shift from the marketer being seen (primarily) as an idea person who’s cleverness is measured by their number of industry awards to that of a more data-driven thought leader. In few industries has “what makes a person successful” changed so much, so fast.
With this data-first approach, marketers have the ability to precisely identify and target their audience.

Back in 1905, marketing pioneer (and department store founder) John Wannamaker said, “I know I waste half my marketing, I just don’t know which half.” So, we’re doing better at that targeting than we ever have…

But with this ability to target also comes the by-product to exclude audiences. Either intentionally or unintentionally, some audiences may not receive a marketing message. Or a discount. Or other content. What if we’re marketing a job opportunity? What about a lower-rate mortgage? What about a product category (like cosmetics) that has been traditionally marketed based on traditional gender identification. Is this discriminatory? Is this wrong? With this power comes responsibility. Adam Brown will share insights learned from conversations with CMOs from across the globe in our keynote session for the 10th anniversary of UT Social Media Week 2021.

Presenter: Adam Brown, Executive Strategist, Salesforce

Videos from the College of Communication & Information, University of Tennessee, Knoxville.