Executive-2019-fall

The customer is getting different messages and different experiences through each channel and it’s confusing. Brand messaging that is consistent across channels can have a powerful impact. Take Regions Bank (a Luckie client) as an example. Their branding and messaging are recognizable and consistent in their stores, online, on social media, and in their television commercials. This enables the customer to know the brand as a partner and the brand to meet customer needs at an individual level. Q: What does the future of marketing look like? A: We’ll all be controlled by robots! (I’m only partly joking.) The advancement of marketing technology and the introduction of machine learning and artificial intelligence will make what we do more science than art. I think we’ll also see content become hyper- personalized and micro-targeted to an extent that only technology can achieve. But a great story, well-told, will always resonate and even the best technology can’t create that. Q: What can business leaders do to prepare for this technology-based marketing? A: Understand the level of disruption that’s occurring in our industry and recognize that it is happening so fast that no single resource can address it. But don’t get overwhelmed by the pace of change, instead embrace it with incremental movement. Look at why you need to make a change, rather than how you’re going to do things or when. Often, by the time you finish strategizing how you’re going to use a platform, the technology has surpassed you. We always start with what the customer experience will be and define the brand operating system across the channels, which allows us to become technology agnostic. That way the technology is an enabler rather than inhibiting success. Q: What role does Luckie play in the Gwinnett County community? A: Luckie is the largest marketing solutions firm in Gwinnett County and not only do many of our employees live here but we invest heavily in the community. I have a passion for Gwinnett County schools; that’s one of the reasons I moved to this community from Birmingham. Last year we invited Gwinnett County DECA teachers to an all-day session on the future of marketing to help them prepare their students. We gave them real- world examples to take back to their classrooms because we know today’s students will become Luckie employees tomorrow. We’ve also expanded our involvement to higher education. We have a formal relationship with the Grady College at University of Georgia and have ended up hiring several students who’ve interned with us. It’s the cyclical nature of investing and mentoring, getting kids from the community into our office produces the best potential employees. Our employees also speak at Gwinnett Chamber events where we bring research and real-world case studies for the benefit of other members. Our knowledge can help companies of all sizes, but it’s especially beneficial to the small businesses and nonprofits that may not have someone like us on board. the EXECUTIVE 7