SYS-CON MEDIA Authors: Elizabeth White, Pat Romanski, Carmen Gonzalez, Liz McMillan, Kevin Jackson

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Blurred Lines: Creative, Analyst or Technologist?

The division between traditional creative and technical responsibilities is narrowing, wrote CMO.com’s Anoop Sahgal. Interviewing top marketing experts to discover what they had to say about CMO clients, Sahgal posed the question: Can CMOs tell the difference between agencies and system integrators, and do they even care?

In its article, “System Integrators And Agencies: Can CMOs Still Tell Them Apart?”, the Adobe-produced site asked Blast Radius' Gautam Lohia to share his insights on measuring success, transforming push marketing into socially connected interactions and creating full engagement experiences.

Lohia has over 21 years of experience in digital, telecommunications and information technology, and has spent more than 12 years at Blast Radius, where he heads the agency’s global technology practice as chief technology officer.

“Built with strong content and tied together with layers of customer data, technology is now at the core of a rich brand experience,” Lohia said. “Fortunately, the distance between technologists, analysts and content creators is narrowing, making new interactions possible.” As more of these technology-driven marketing opportunities arise, Lohia believes that senior technologists will play an increasingly important role in companies.

An advocate of marketers focusing more on providing valuable content, Lohia commented, “For some of our clients with significant social footprints, we’re finding that publishing a dynamic piece of content or engaging customers with an appreciation event creates measurable, meaningful buzz across social channels, since the company is not driving the conversation. Those activities are also much more cost-effective and have greater reach and value for the organization.”

When discussing going beyond the now-commonplace push notifications and advertisements, Lohia gave an example of how to be fully engaging on mobile devices: by “removing advertising from the marketing mind-set and focusing on value-added experiences, such as a customer loyalty app with appreciation points and the ability to load dollars into an account, companies can get their brands in front of possible customers and convert them into fans.”

The full article can be read on CMO.com.

About Wunderman

Advertising Age ranks Wunderman as the #1 global digital agency network. Wunderman is a member of WPP (NASDAQ:WPPGY) and part of Young & Rubicam Group. For more information: http://www.wunderman.com/

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