The Covid years led to a boom in all kinds of digital transformation efforts, but the advertising and marketing business is now finding the sweet spot between physical and digital for successful campaigns.
Prior to Covid, Park says B2B marketing was more of a straight line from building a brand to generating leads for sales guys and having executive dinners and then through to doing deals. But use of technology and greater emphasis on digital marketing has led firms like ServiceNow to find new and better ways to reach customers through a journey, so to speak.
That means its centralized digital team, broken up into regional focuses, can analyze all of the incoming data at headquarters, and then help inform the local activity in the field where marketing plans are more specific to geographies,"where they hit the dirt," Park said, and where the company does physical engagement of accounts as well as partner marketing.
"Nothing beats a real conversation," Park said."Everyone swung to the far left when Covid hit and said, 'wow, we don't have enough digital,' but now we're finding the real pattern sits somewhere in between."Park advises companies to look beyond his experience, or any advertising-specific case study, for new ideas. That means looking outside of tech to best-in-class industry practices.
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