I sometimes think that marketers become so focused on a campaign itself that they forget what it's really about - the audience. Without an audience, a marketing campaign is useless.

Ahead of his presentation on audience-focused strategies at Integrated Live, I caught up with Philip Macartney, VP head of EMEA at Affinio.

What area of marketing do you specialise in?

Marketing intelligence.

How long have you been with the company?

A year and a half.

How long have you been in marketing?

18 years.

Why do you do what you do?

My background is in Social Media Strategy (since 2008) and my job for Affinio is looking after the EMEA region and helping brands and agencies understand Affinio and what it can do for them and ultimately understand their audiences in a richer way.

Which marketing platform do you use the most (and it can't be your own!)?

Well, I was a client of Affinio before I joined so..... If I have to chose another platform it would be LinkedIn probably. Awesome network, really strong sales and marketing tool.

If you could only use one marketing platform for the rest of your life, what would it be (and you can't use your own!)?

Twitter. It is a cultural sponge and it's open nature means you will always be able to see what is going on in the world and what is important to people. Underrate this platform at your peril.

What is your favourite thing about marketing?

I have no idea, and that probably tells you everything you need to know about my relationship with Marketing. I love everything about it and I tend not to compartmentalise anything. The processes, the theories, the technology, the people..I love the lot!

Is content still king? (If not, what is?)

No. Insight is king. Insight is the Alpha, that starting point. Without Insight, nothing works, nothing engages, nothing sells.

In a sentence, what's your presentation about?

It is about changing how we create our strategies, about putting the audience first.

You can find Philip's presentation on audience-focused strategies in the Engagement & Experiential Theatre at 10:30am 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