{"id":1426,"date":"2015-10-16T11:29:21","date_gmt":"2015-10-16T15:29:21","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1426"},"modified":"2017-11-03T13:55:04","modified_gmt":"2017-11-03T17:55:04","slug":"executive-forum-recap-how-marketers-deal-with-digital","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2015\/executive-forum-recap-how-marketers-deal-with-digital\/","title":{"rendered":"Executive Forum Recap: How Marketers Deal With Digital"},"content":{"rendered":"
\"Fall
From Left to Right: Ron Lund, Patrick Dickinson, Shelagh Stoneham and \u00a0St\u00e9phane B\u00e9rub\u00e9<\/figcaption><\/figure>\n

Three senior Canadian marketers shared their strategies and insights for connecting with consumers in the digital age during a lively panel on Oct. 6 at the ACA\u2019s Fall 2015 Executive Forum.<\/p>\n

Patrick Dickinson, SVP, Core Marketing & Brand Strategy, Hudson\u2019s Bay Company, Shelagh Stoneham, SVP, Marketing, Shoppers Drug Mart Corporation and St\u00e9phane B\u00e9rub\u00e9, Chief Marketing Officer, L’Or\u00e9al Canada, didn\u2019t hold back when discussing challenges such as managing the \u201cexplosion\u201d in consumer data, proving ROI and creating content in real-time.<\/p>\n

Their comments at The Spoke Club in Toronto were sparked by a timely topic \u2013 \u201cThe Path Forward: Marketing\u2019s Outlook Into The Digital Future<\/a>.\u201d Audience members \u2013 a mix of marketers, media, agency and ad-tech execs \u2013 also got involved, not just posing questions but giving their views on the road ahead for marketing in Canada.<\/p>\n

Federica Aperio, Head of Digital for North America at analytics firm Ebiquity, and David Johnson, VP Account Development at Ebquity sister-company Stratigent, got the conversation started, presenting the results of a global study that identified top-of-mind issues for marketers.<\/p>\n

Managing the explosion of customer data was at the top of the global sample\u2019s list. The ACA conducted its own survey of 43 Canadian marketers and found that their top concern is overcoming financial constraints and demonstrating return on investment.<\/p>\n

ACA President and CEO Ron Lund, moderating the panel, asked them about the challenge of demonstrating ROI, to which Hudson’s Bay’s Dickinson replied “no one is harder on ROI than the marketer.<\/p>\n

\u201cBut we have specifically said there are some types of activity we are not measuring by traditional return,\u201d he added. \u201cWe also have those programs that we run simply for impact.\u201d<\/p>\n

Both L’Or\u00e9al\u2019s B\u00e9rub\u00e9 and Dickinson noted they had moved more functions in-house to keep up with the pace of digital marketing. Stoneham said that while Shoppers Drug Mart uses a \u201cquarterback model\u201d with its agencies – providing agency partners with multifacted briefs that can be adapted \u2013 it mixes in real-time capabilities for functions such as community management and responding to trends.<\/p>\n

\u201cOur customers expect that from us,\u201d she said.<\/p>\n

Ongoing issues undermining the online ecosystem \u2013 namely viewability, click fraud and, more recently, ad-blockers \u2013 formed the backdrop to the panel\u2019s discussion.<\/p>\n

Stoneham recalled the oft-cited quote of John Wanamaker \u2013 \u201cHalf the money I spend on advertising is wasted; the trouble is I don\u2019t know which half\u201d \u2013 and said that when the issues with digital are added to that adage, it is a cause for concern.<\/p>\n

\u201cI think what it really says to us is proceed with caution, be sure you know what you\u2019re measuring,\u201d she said. \u201cWe need checks and balances and you really need to look at the actual revenue being associated with the campaign, do your own testing and do not abdicate responsibility.\u201d<\/p>\n

The ACA will keep these issues front and centre over the coming year. Contact Susan Charles, VP Member Services, for more information.<\/p>\n","protected":false},"excerpt":{"rendered":"

Three senior Canadian marketers shared their strategies and insights for connecting with consumers in the digital age during a lively panel on Oct. 6 at the ACA\u2019s Fall 2015 Executive Forum.<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[97],"tags":[437,438,439,448,449,450,451,344,452,453,454,440,455,456],"acf":[],"yoast_head":"\nExecutive Forum Recap: How Marketers Deal With Digital | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2015\/executive-forum-recap-how-marketers-deal-with-digital\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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