The pandemic has had some unexpected impacts on marketing. The growth of eCommerce and an acceleration of digital transformation was perhaps inevitable but with many marketing channels reduced in reach or impact – such as out of home, commuter press, cinema advertising and events – a multitude of brands, more often than not digital, began to realise the opportunity of an audience stuck at home. These new customers discovered print channels in the crisis and began testing in earnest. And while the home became the centre of our worlds during the pandemic, the reality is as normality beckons that we are often at home, and it has never not been an interesting environment in which to communicate products and services.
As the channels most impacted by the lockdowns recover, the results that print media delivered in the pandemic have not been forgotten and spend from ecommerce customers has continued to grow as the world begins to right itself. The talk will highlight how consumer behaviour has changed over the course of the pandemic whilst showcasing some great case studies from digital brands who have discovered print channels during the crisis. With a very significant wind of change blowing through digital marketing at the moment – with regulatory restrictions, inflationary pressures and internal changes such as the retirement of third-party cookies – the talk will show how these channels can be put to good use and integrated to futureproof brands acquisition plans.
With over 18-years’ experience in the industry, Ben runs our talented team and is responsible for client strategy and the overall direction of the business. He will translate your brand’s data into insight and turn that insight into innovative media plans. He’s also a founding member of the DMA Media Council, and a Fellow of the IDM.
Ben has had the honour of being a Judge for the DMA Awards on five occasions and was part of the DMA Award winning team for his work with the RSPCA.
Ben strives for a happy and fulfilled team and is passionate about training and educating the next generation of media planners as well learning a new trick or two himself, having completed the renowned Mark Ritson Mini MBA and finishing in top 200 students globally. He also holds an ILM Level 4 in Leadership and Management. Ben hopes to shake up the media agency landscape with a new look on media planning and focus on innovation bringing media and technology together.
Fun fact: Ben is a passionate sportsman and was a professional cricketer in Australia for a year.