220: The shift to creative with Bynder's CMO Andrew Hally

 During this 220th episode of “Marketing Today,” host Alan Hart interviews Andrew Hally, the chief marketing officer at Bynder.On the show today, we talk about personalization and whether it's the right move for marketers at this time, whether investing in personalization technology is the right thing to be doing, and what consumers really care about. Hally provides lots of valuable advice to other marketers and CMOs.Hally talks about how we need to bring more balance to the trend of marketing personalization. He predicts that in a few years, “Marketing attention may be beginning to return to our roots in creative and storytelling and the more emotive side of the game.” We discuss the limits and disadvantages of personalization and the potential drawbacks of investing in more personalization capabilities. We come back to the importance of empathizing with your customer and building a long-term relationship. Hally says, “At the end of the day, brands win because of the stories they tell and the way consumers identify with them," and "Even in this digital day and age, the story probably matters more than anything." This discussion is about finding balance in our marketing strategies and weighing technological tools with traditional creative approaches. Highlights from this week's “Marketing Today”: How a Georgia boy ended up in Boston. 01:14Andrew's path to Bynder. 02:20All about Bynder. 03:08The trend to deliver more personalization. 03:50Disadvantages of personalized marketing. 05:15Investing in personalization capabilities. 08:05How Andrew thinks about the impact of personalization on consumers. 09:39Advice for marketers on rebalancing. 12:32The role of technology in supporting creative. 14:48Advice for other CMOs. 17:12Andrew shares a defining experience. 18:45Andrew reflects on advice he would give to his younger self. 20:20Andrew shares about an impactful purchase he made in the last 6-12 months. 21:54Are there any brands, companies, or causes that Andrew follows that he thinks other people should take notice of? 23:25Andrew's take on the top threat facing marketers today. 25:47 Resources Mentioned:BynderAndrew HallyGDPRCCPAGoogle Restricts CookiesNielsen on the percent of effectiveness driven by creativeGartner 80% of marketers will abandon personalization by 2025 Hosted on Acast. See acast.com/privacy for more information.