5 Inspiring Quotes for Marketers on Disruption
ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.
Naturally, when ANA members and other top marketers get together, the potential for a great soundbite or two is very high. For this reason, we'll be collecting and sharing the top quotes from ANA events during each month throughout 2022.
Below, you can find the top quotes from ANA speakers for December:
"The impact of synthetic media will be equal to the introduction of the internet over the past 30 years. In fact, I think the next 30 years will be even more dramatic."
— Nina Schick, author
Is it just us or is this prediction a bit foreboding? The changes to society brought on by the internet over the last 30 years have been astounding. It's almost incomprehensible that the next 30 years could bring even greater change. But with AI gaining steam and synthetic media like deepfakes becoming more prevalent, that's exactly what Nina Schick believes will happen. Of particular concern? Today, the odds are 50-50 that an individual will be able to decipher between a real video and a deepfake. It will become even more difficult to do so as the technology evolves.
"Fifty-nine percent of advertisers find the traditional pitch process not fit for purposes today."
— Bruno Gralpois, co-founder and principal of Agency Mania Solutions
Beyond technological changes, there appear to be changes to marketing practices afoot. Gralpois predicts that, one year from now, new best practices, new collaborative models, and new ways of realizing value from partnerships will have emerged and change our understanding of what constitutes success in client-agency partnerships.
"Multichannel campaigns are more efficient. The more [channels] the merrier, if you can afford it."
— Larry DeGaris, executive director, Medill Spiegel Research Center at Northwestern University
As we barrel into an uncertain and perhaps unsettling future, one thing is certain: marketers will continue to look for efficiencies wherever they can find them. According to Northwestern University's Larry DeGaris, one such method for optimizing marketing results comes in the form of multichannel campaigns. DeGaris shared the data to back up his claim, noting that undertaking a mere two marketing activities at the same time can lead to a 5 to 8 percent lift in sales.
"Decarbonizing the economy remains one of humanity's greatest challenges."
— Gerald Youngblood, CMO at Lenovo North America
A whopping 83 percent of consumers think companies should be actively shaping ESG practices. Some ways your company can reduce its carbon footprint is through adopting bio-based packaging, using recycle materials, and product end-of-life management programs that help your customers recycle your brand's products when they're done with them. And if you're interested in leading your company into a greener future and are a member of the marketing team, there's good news, because...
"Marketing is uniquely well positioned to be a catalyst and a driver for ESG programs."
— Joe Cohen, chief marketing and communications officer at AXIS
Cohen expounded upon his reasoning in the above statement. He noted, "In the first place, there's a clear link between brand health and brand reputation, which is core to what we do as marketers. In the second place, we inherently understand the impact of ESG on brands. We know our customers, we know our employees... we understand our investors and can partner with those parts of our organizations."
You heard the man. Now get out there and start building a more sustainable planet!
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Ryan Dinger is a director of editorial and content development at ANA.