By Frances Reimers, Director of Corporate Visibility, PCI

Last week, marketing and communications professionals from around the D.C. Metro area gathered for the annual ADWKDC, hosted by the American Advertising Federation of D.C. The multi-day event provided practitioners with insights and tools to expand what they’re able to do for their organizations and agencies.

A consistent narrative throughout many of the keynote and breakout sessions was the impact of data analytics on way we create campaigns. Today’s data analytics allow us to know more about our audiences than ever before. As a result, we are able to optimize and deliver our messages to reach our audiences in every facet of their daily lives.

This knowledge is extremely powerful at the onset of the campaign, but creates new organizational and creative challenges as campaigns evolve. Clients now need more than just one-dimensional campaigns comprised of static print or TV, for example. Campaigns today are best executed through a balance of paid, earned, shared and owned content. But, if an agency struggles with a lack of understanding of data, and has hurdles like multiple layers of approvals, the creative can already be stale before it exits the office.

The marketing agency professional of tomorrow will need to be able to use both sides of his or her brain to interpret data in real time and apply that information to a client’s creative. The addition or refinement of this skill set will allow us to be more strategic and agile in meeting the marketing demands of clients whose audiences span multiple generations and a variety of communications channels.

 

PCI is a Capitol Communicator sponsor.

 

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