Editor’s Note: This is part of an ongoing series of interviews with digital marketing thought leaders. Jason Burby, who will be a keynote speaker at Digital Velocity 2014 in January, was recently promoted to President, Americas at POSSIBLE, a WPP-owned global digital agency.
Q1. Thank you for agreeing to speak at Digital Velocity 2014 in January. We are excited to have you. Your afternoon keynote is titled, “The Rise of One Size Fits No One.” Can you tell us what you mean by this and give us a sneak peek into your presentation?
For years, marketers have been talking about the benefits of targeting different audiences in different ways. It is tough to argue against that approach, but most marketers aren’t taking advantage of what technology now makes fairly easy. We know that the more relevant we can be to our audience, the more successful we will be as marketers. For example, why are we treating someone who has been to a site and purchased (or logged in) 10+ times in the previous six months, the same way we are treating someone who is visiting for the first time? The chances of those two groups having the same needs or responding to the same calls to action is minimal. Technology today allows us to better understand our audience and their past actions or interactions. This will be the focus of my presentation at Digital Velocity, and I am looking forward to it.
Q2. How has your role at POSSIBLE and your background in general given you insight into this particular topic?
For years, we have focused on using data to better understand our clients’ audiences and identifying opportunities to increase conversions (or other desired behaviors) in the digital space. We found (not surprisingly) quite early on that even people that may appear to be the same will respond very differently to campaigns. By understanding that and building digital experiences to allow for those differences, we have made a material impact to our clients’ businesses. We have found that no matter the industry, product or geographical region, the same holds true. We see the same opportunity whether we are working in consumer packaged goods, apparel, automotive, technology, hospitality, etc. We have found success in tailoring experiences in North America, Europe, South America and APAC. The beauty is that no matter the industry or geography one things holds true: Different people will respond to different things and we must tailor those experiences to them.