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AB 134: How To Embrace Change And Find The Right Target Audience
Alan Gellman, Managing Director and Chief Marketing Officer, esurance sat down with host Jeffrey Hayzlett to talk finding a company’s purpose, how to embrace changes that create great possibilities, bridging the marketing gap, finding the right target audience, and the timely and relevant campaigns for election season and with MLB’s All-Star Game ballots that engaged all thirty teams.
He also talked to Hayzlett about the changing roles of marketers. Historically, there has been two types of marketers: big brand marketers and deep performance marketers, or those who use direct mailers and other collaterals to communicate with clients. However, good marketers need to — not only play multiple roles – but bridge the gap between big slogan/campaign marketing and deep performance marketers. Gellman says marketers have to think in 360 degrees and learn how to fully integrate the brand performance side of marketing and the metrics/ROI. This episode is sponsored by Liberty Tax and Right Networks.
This segment previously aired on C-Suitetv.com
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