Data-driven audience discovery is de rigueur, say The Drum Marketing Awards US judges

Creativity, customer experiences and data will lead marketing in 2019 according to The Drum Marketing Awards US judging panel.

Yolanda Lam, head of agency partnerships at Pinterest is sure that brands will focus on inspiring consumers to try something new and open their mind to possibilities. “What’s old is new again,” Lam said. “I think brands are going to think about how to really inspire people in everything they do – from product development to other areas of business.”

For 2019, focusing on the basics and engaging relevant audiences in conversations rather than campaigns, and listening is key, according to chief communications officer of the global nonprofit Accion, Jim Rosenberg.

“Successful marketers will win by taking a data-driven approach to audience, tailoring content and outreach efforts to reach the right people at the right time,” he explained. “My resolution this year: do fewer things better.”

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