One for the digital history books (guess that’d be the internet), Baltimore Innovation Week 2022 was an amazing weeklong event! Thanks to the heroic efforts of the ETC (Emerging Technology Center), the week brought together industry leaders across technology, science, education, start-ups, entrepreneurs, business, government, marketing, social activism, and everyone in between. The Response Labs team showed up—to attend, watch, engage and participate in the experience. We hosted a panel discussion aptly titled “Make Every Message Matter: Data, Strategy, Creative & Media” on Day 4 of BIW 22. Our experts happily shared data-driven digital marketing thoughts, insights, and nerdery.
If you missed it, you can watch the full session below. Or, read on for the top beats.
Top Beats & Takeaways
Response Labs hosted a panel discussion on the power and potential of data-driven digital marketing. Moderated by Founder and CEO Dan Dawes, our panel featured leaders from our different divisions: Jen Aldinger, Partner and Director of Client Service; Andy Locke, Partner and Director of Data and Strategy; Leigh Jacobs, Media Director; and Jason Miller, Creative Director.
Each panelist shared their perspective on how businesses can connect with customers in meaningful ways by getting the right message to the right people specifically using data to inform and drive your marketing activities. We also discussed where we see the future of digital marketing headed and how to prepare now. Our aim was to provide real insights and practical applications for businesses of any size or industry.
Here are a few bite-sized nuggets to take your business to the next level:
Put the customer first in all the decision-making… [When you keep] the best interest of a customer in mind are you actually building a more meaningful relationshipAndy Locke, Partner and Director of Data and Strategy
When you find yourself in a situation where a client wants you to do one thing and you may not agree, back up your reasoning with data. [Or] try finding out if the requested type of message performs better against one of your top-performing messages with a small pilot.Jen Aldinger, Partner and Director of Client Service
“…collecting as much first-party and zero-party data [from customers] that the message that we can then tailor in response to what we know about them, serves up an ad or a campaign or something that is super relevant to them… That’s the beauty of tying the data the placement and the message together because you deliver something that the customer finds very very useful.”LEIGH JACOBS, Media Director
Whether you’re a big organization or a small one-person shop, there’s a bazillion things you could be doing. Be deliberate, focus in on a couple of things you can do now. Test, refine, repeat. If something’s not working, go try something else.Jason Miller, Creative Director