Marketers have more channels to choose from than ever before. But in the age of the customer, people distrust push-style marketing methods that interrupt and intercept them. In fact, 49% of consumers don't trust digital ads; 38% don't trust emails; and 36% don't trust information in branded apps. What consumers want is genuine value from their interactions with brands, but most marketers fail to deliver it.
Simon Fleming-Wood, Chief Marketing Officer at Pandora, is working to crack the code. As he notes, “There is a phrase that I have repeated many times to members of my teams at all of [my previous] companies. Simply put, ‘the product is the marketing.’ First and foremost, products (and companies) succeed if they inspire usage because they effortlessly address a consumer need, even if the consumer did not know they had that need.”
In the run-up to Forrester’s Forum For Marketing Leadership Professionals in San Francisco on April 10-11, Simon was kind enough to answer some questions that we posed to him. I hope you enjoy his responses as much as I do, and I look forward to seeing many of you in San Francisco.
Q. You’ve led marketing efforts at a wide variety of companies from big and established like Clorox and Cisco to disruptors like Pure Digital and now Pandora. Are there key things that all brands—regardless of size and industry—should be doing today to stay relevant and top of mind in our hyper-connected world?