Chief Digital Officer, Dan Bennett talks emerging trends
Dan Bennett, Chief Digital Officer, McCann North America, talked emerging trends at this year's ClickZ Live NY conference. Digital experts from Publicis and Ziff Davis joined Dan on stage with moderator Mike O’Brien, ClickZ’s U.S. editor. The overall theme was how marketers can leverage technology to create value and engage with consumers on their journey.
When asked about criteria for adopting emerging technologies, Dan said the determining factor is simplicity. If you don’t understand the platform completely, don’t recommend it. It’s easy to become enamored with the latest shiny object, but understanding its function and its value to clients is of paramount importance.
The panelists discussed deeper screen experiences like VR and AR. All agreed that marketers are still figuring it out -- understanding the opportunities they provide, associated costs and ROI. Data analysis was another hot topic. While having a robust analytics offering is a must at any big agency, there’s still a need to better codify the process as its easy to get overwhelmed by the sheer amount of data.
Lots of questions were answered, but as long as disruptors continue to evolve the digital landscape, there will always be more. Until next year.