Optimizing your omnichannel marketing

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This special guest has spent over 25 years of international experience championing Fortune 500 brands and articulating their vision through marketing and advertising initiatives.

Through her career, she has earned over 100 advertising awards from AdAge, Adweek, Brandweek, Forbes, and The New York Times among many others. Suzanne Darmory is the VP of Integrated Marketing & Creative at Jackson Hewitt Tax Service Inc.

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Suzanne discusses the importance of balancing a thick skin and a warm heart, how to track attribution when running omnichannel marketing, and how marketers are managing the pressure to do more with less.

Takeaways:

  1. To have a long and fruitful career, marketers need to have thick skin along with a warm heart. Treating everyone with the same level of respect regardless of standing is also important, especially as marketers advance in their careers.
  2. For those working on creative content, it’s important to resist taking criticism of your work personally. While this can be challenging, remember that decisions on creative ultimately come down to what will produce the best results.
  3. While some companies in “unfun” industries, like taxes, concentrate on brand awareness and spend big on Super Bowl ads, there is a great opportunity for companies to build a more human brand that resonates by using one-to-one communication.
  4. When using an omnichannel marketing approach, each channel will have different measurement standards. For example, TV ads are harder to track than digital ads. However, a well-developed CRM and tech stack can provide crucial attribution data.
  5. Managing multiple marketing mediums is complicated, but it can be much easier by getting the brand right. For larger companies, building an internal team to manage the brand rather than relying on outsourced agencies to deliver the brand.
  6. With marketers being asked to provide more results while using fewer resources there is a push across industries toward increasing efficiency and finding ways to cut costs. For example, using an in-house creative team can be cheaper than using an agency.

Quote of the Show:

  • “One of the things that I really, truly believe in is always having a thick skin, but a warm heart.” – Suzanne Darmory

Shout Outs:

  • The Catcher in the Rye by J. D. Salinger
  • Breakfast at Tiffany’s by Truman Capote

Links:

Ways to Tune In:

Featuring:
Suzanne Darmory

Suzanne DarmoryVP of Integrated Marketing & Creative, Jackson Hewitt

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
32:41
Categories:
Creative + UX
Marketing

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