MERCADEO Versión en español
Jessica Spaulding From PepsiCo: We Bring Data To Fuel The Creative Element
Liz Unamo| 9 de octubre de 2017
Para Quaker Oats adaptaron mensajes de marketing a públicos específicos
For Jessica Spaulding, Head of Marketing at PepsiCo, data is no longer just the thing that gets measured at the end of a campaign. “Data has changed the order of how we do things. Now we bring in data to fuel the creative element” she said at the Ad Week’s panel: Keeping the Creative Spark Alive in a Data Driven World. Spaulding was interviewed by SmartBrief about how data enables for a brand the ability to tailor its marketing messages to specific audiences. One example of this is a recent campaign for Quaker Oats, where marketers created a 30-second ad, three 15-second spots, 15 five-second digital videos and motion images to use for social media, using data. This means more assets than the brand would have collected in the past. “We needed so many assets because of the microsegments that we’re targeting. So, the variety of messages and the variety of imagery we had to collect became part of the media plan” she said. She offered three tips on using data in the creative process: creativity remains key; use data sources in tandem, and look beyond the data. In the first, she highlighted that data doesn’t replace the empathy or the great storytelling and that makers need to fill the pipe with things that are relevant, authentic and true. In the second, that the type of data used matters, too, and Pepsi Co collects first-party data about consumers, then uses second and third-party data sets to connect the dots. And third, that marketers using data should not to become overly reliant on it, because it can limit them if they are not willing to look beyond it and make creative risks.
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