Top Marketers: The Evolution of Digital Advertising

Digital advertising has come a long way. From the times of low regulation and plenty of data to a digital awakening and an increase in competition, marketers have had to stay on top of a drastically shifting landscape. And through it all, Noah Echols, vice president of customer experience, The RMR Group, has aligned his strategies to stay on top. In his current role, Echols heads up creative marketing strategies for the company’s corporate and property brands. He brings more than 17 years of experience in the digital transformation space working in industries including finance, real estate and retail. Echols has worked for CARROLL, recently acquired by The RMR Group, for more than 6 years. Together with Jordana Rothberg, associate editor, Multi-Housing News, Echols delves into where his strategies have had to change. And as a result, Echols talks about how an award-winning campaign came to be.   Listen in as Rothberg and Echols talk about: ·        Echols’ path into multifamily marketing (1:00) ·        The multifamily marketing industry when Echols stepped on the scene (3:30) ·        How digital advertising transformed through the pandemic (5:00) ·        Echols’ strategies during a transformative time for marketers (7:25) ·        Data first, marketing second (9:30) ·        How new technology impacts what renters respond to (10:10) ·        Why marketing is moving towards a more multichannel approach (12:50) ·        The Sounds of Summer 2022 campaign and what Echols regrets (14:15) ·        Sounds of Summer 2024 and what’s different this time around (19:50) ·        The marketing goals of the campaigns (21:40)