“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Jeremy Steinberg, senior vice president of digital ad sales for The Weather Company.
After attending my very first ANA Masters of Marketing conference, I will never be the same.
OK, maybe that is a tad dramatic, but what I saw and heard firsthand has shocked and inspired me. The increasing acceleration of technological change has turned the whole notion of consumer marketing in the digital age on its head. This is creating profound implications for marketers and the media companies that support them.
Over two days, I watched and heard the world’s top marketers tell very similar stories. Consumers are growing more powerful and independent, with expectations of the companies that produce and sell them products rising by the minute. This change forces marketers to turn their focus away from consumers in aggregate to the individual customer.