The audience and customer can sometimes be forgotten in marketing. Sounds strange, doesn't it! But sometimes you get so caught up in the development and direction of a campaign that you lose sight of what your aims are. And that ultimately comes down to engaging with your customers. That's why Pete Danks, chief marketing officer at Clickso, believes the customer has replaced content as the King of marketing.

Ahead of his presentation at Integrated Live, I caught up with Pete to find out a bit about his journey.

What area of marketing do you specialise in?

Performance marketing and ad-tech for the ecommerce sector.

How long have you been with the company?

Just under a year - prior to that I was running a portfolio of large retailers at Google, where I met Clicksco as one of Google UK's biggest customers.

How long have you been in marketing?

Since 2004 - back when many folk hadn't heard of Google Adwords, Facebook didn't exist and the smartest phone on the market was a Sony Ericsson p900. Yes, I had one. It was kind of awesome.

Why do you do what you do?

I'm part geek, part creative - so digital bridges those worlds beautifully.

Which marketing platform do you use the most?

Adwords - around a third of global ad-spend runs through it, so it's pretty pivotal to most ecommerce businesses out there.

If you could only use one marketing platform for the rest of your life, what would it be?

There simply isn't one platform yet. Performance advertisers want a platform with hyper-local capability that allows a meaningful way to offer a value exchange to logged in, all-device users, who don't adblock and that show intent, at all stages of the purchase funnel.

What is your favourite thing about marketing?

It evolves and pivots all the time, meaning there is always something new to learn, and new opportunities.

Is content still king?

No. Customer is king. The customer IS the data point. They are the unique user. They are the cookie; consuming content, browsing, clicking and so on. As soon as you forget these are real (not necessarily rational!) people, you forget the big picture.

In a sentence, what's your presentation about?

At Clicksco, we feel it's time to move performance marketing beyond thinking about channels, budgets per channel, silos and owners. We think the focus should just be on customers - how many you need at what cost, and letting automation find them.

You can find Pete's presentation on customer focus in the Innovation & Insight Theatre at 3:00pm at Integrated Live on 16 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine