Linda Descano, President and CEO of Women & Co., and managing director of partnerships and branded content of North America marketing at Citi, explains her firm's marketing opportunities and challenges.
I loved hearing Linda's take on the marketing field, particularly how it's evolved and changed for financial institutions which are used to being the voice of "authority," and talking "at people." There is clearly a focus at Citi to use the Web to get to know what people care about, as individuals, and converse with them in a way that makes sense. Linda's focus on collaboration across the organization was another point that stuck out for me because organizations that understand their departments need to work together are automatically ahead of the game.
Big-data and analytics tools enable marketers to understand customers as individuals, identifying unmet needs and addressing each customer as a "segment of one," says John Kennedy, VP corporate marketing, IBM.
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