All Things Insights Blog
Collaboration Around The Consumer
Seth Adler w/James Petretti | 21 April 2023
The Takeaway ➔
Seth Adler w/James Petretti
The consumer is now in the driver's seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into what you’re selling- and we’re not just talking about a product. The consumer needs to believe and relate to what you’re telling them. A true understanding of and connection with your consumer is imperative to create loyalty between the brand and the consumer. Behind the scenes, it is essential to have a team that works well together.
Networking and forming bonds with peers, reaching out to work with up-and-coming brands, and taking the time to learn from others are the best steps toward a successful consumer journey within the ever-evolving media space. Research helps frame new mindsets and find necessary new ways to be successful. Part of an overarching industry issue is that each organization is working on a different KPI model at the moment. Each has its own set of goals that need to be achieved. Sharing data research experts and working together can improve the performance of those KPIs. Brands find it harder and harder to access their resonant client data. Thus, every aspect of the supply chain- brands, agencies and publishers are finding it difficult to collaborate within measurement, currency and attribution. However, as a glass-half-full kind of guy, the answers are within the community- they just need to surface. Compromise will be a key part of the solution, moving forward.