You may have noticed that I've been asking Integrated Live speakers if they believe content is still king marketing world.
Today, Gavin Sheppard, director of marketing at Smart Energy GB, gave quite an emphatic answer. While some are questioning the stature of content, Gavin believes that in an age of ad-blocking and fragmented media, content will be all there is.
What area of marketing do you specialise in?
Consumer and behaviour change
How long have you been with the company?
About three years. I was one of the first employees and the first in marketing.
How long have you been in marketing?
Almost twenty years – I started as a graphic designer.
Why do you do what you do?
People are fascinating and marketing is about understanding people. It can also nudge people into doing good things, like getting a smart meter. So this job is interesting and challenging and it does good AND they pay me!
Which marketing platform do you use the most?
We don’t have access to customer data so we’ve had to work with PHD to develop a bespoke planning tool.
If you could only use one marketing platform for the rest of your life, what would it be?
I’d never commit to that - technology changes so fast that tomorrow’s platform might well be the best yet.
What is your favourite thing about marketing?
Interpreting consumers’ needs and desires to give them what they want before they realise it.
Is content still king?
More so than ever. Fragmentation of media and ad blocking mean that content that people want to consume isn’t just King, it’ll be all there is.
In a sentence, what's your presentation about?
Reaching consumers in an ultra low trust category.
You can find Gavin's presentation on reaching low-trust categories in the Keynote Theatre at 2:30pm at Integrated Live on 16 November, but you'll have to register for your free ticket first:
Originally posted on Digital Marketing Magazine