Post-campaign is a crucial time for marketers, but an often forgotten one. How many times do you read blogs about what to do after your campaign has gone live? I bet it's nowhere as many focusing on getting a campaign off the ground.

Matt Whelan, digital strategy director at The Specialist Works is talking about this at Integrated Live. He's the next speaker in our series of interviews.

What area of marketing do you specialise in?

Digital marketing.

How long have you been with the company?

Four years.

How long have you been in marketing?

11 years.

Why do you do what you do?

I love taking things apart and working out how to put them back together more efficiently. In marketing terms, that’s analytics and optimisation!

Which marketing platform do you use the most?

At the moment it’s TubeMogul. We’ve integrated them with our AdVance platform to facilitate fully synchronised online video and tv campaigns, and we’re running plenty of online video through them as a result.

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

AdWords. Search may be increasingly competitive but it’s still the one place you can find people who are looking for your product/category. It’s also where I started my career so search will always be close to my heart, and the first thing on most plans. Although “the rest of my life” is a long time, we probably won’t be using anything recognisable as “search engine” in 30 years’ time, so I’m sure it’ll change…

What is your favourite thing about marketing?

Innovating new ways to apply tried and tested delivery methods to new formats, or new delivery methods to winning formats. Testing new things and constantly challenging the status quo is where I’ve achieved the things I’ve most enjoyed and am most proud of.

Is content still king?

Yes it is, but it’s also a massive red herring that leads to a lot of wasted time and budget by brands misinterpreting what “content” means. Not everyone needs to create masses of video content, or an online hub. If you stop clogging up your audience’s social feeds with your “branded content” and just produce something useful, you’re doing it right.

In a sentence, what's your presentation about?

Harnessing your audience’s response to your TV and using it to provide improved trackable ROI.

You can find Matt's presentation on harnessing audience responses in the Content Theatre at 3pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine