Among Akeroyd’s messages was the idea that today’s buyers get more of their information from online influencers and third-party sources, and put less weight on company messaging, promotions, and advertising. They are far more willing to trust the recommendations of friends and family than other sources. He cited a survey that showed, among other things, that 88% of consumers claim to be resistant to advertising.
Marketing technology, observed Akeroyd, is becoming increasingly sophisticated with companies having to take account of demographics, psycho graphics and social graphics. Improvements in data analytics means that companies can now target 30-40 different versions of advertising at different audiences. Advances in data interpretation are also leading to what he called a “shift from vanity metrics to an attribution model.” However, he stressed that maintaining a consistent messaging and strategy across the various mediums available today was essential.
After sharing his thoughts on earned media being one of the most effective tools and the next wave of innovation in marketing technology, Akeroyd took questions from the audience. While most questions focused on data’s role in targeting consumers, Akeroyd also spoke about how Cision has been created out of several existing companies and the challenges and opportunities of the acquisition process.