Lessons Learned from MMA IMPACT Virtual 2021 | MMA
  • After a year of pandemic-induced adaptation and acceleration, marketing leaders from brands that were able to pivot and find their footing in 2020—including Walgreens, GE, McDonald’s, Petco, and The Home Depot—came to MMA IMPACT Virtual to share insights on embracing agility, clearing a path for innovation and focusing on the customer experience.

    After going through the shared and surreal experience of COVID-19, marketers are figuring out how to balance rapid response with sustainable growth. At MMA IMPACT Virtual, the following themes bubbled up to the surface as critical success factors for the future:

    • Nothing is either/or anymore
      Consumers expect omnichannel engagement and marketers must think in terms of interconnected experiences.

    • Brands are returning to their soul
      The consumer/brand relationship has become much deeper. Transactions are more meaningful when consumers and brands share values and purpose.

    • Trust is more important than ever
      Actionable data is widely available, and brands need to use it responsibly.

    Strategic Insights for Post-COVID Success

    Each presentation at MMA IMPACT Virtual shed light on the major themes in unique ways. For example, Zara Mirza, Global Head of Brand Marketing for GE, explained that finding a brand’s soul means understanding its history and DNA. In 2020, GE did extensive interviews and research to develop its purpose-driven positioning: We rise to the challenge of building a world that works. “Purpose can’t be contrived,” Ms. Mizra said. “It’s a philosophy, not a campaign.”

    That being said, GE leveraged its purpose during the pandemic to build greater trust with customers and partners and increase perceptions of brand credibility and favorability.

    Lots of the marketing leaders who spoke at MMA IMPACT Virtual talked about the importance of taking creative risks, from showing a more human, vulnerable side to innovating with new forms of engagement. Two technologies that marketers are looking at are immersive augmented reality experiences powered by 5G and AI that decides which messages individual consumers receive across channels.

    Naturally, data was another topic of strategic import at the conference, now that a world without identifiers is imminent. If you’re curious about which new solutions will help fill in the gaps, be sure to attend the MMA’s Great Debate Series on Identifier Solutions starting Friday, April 16.

    Several marketers stressed the importance of first-party data, with Amy Adams, McDonalds’s Global Head of Personalization, going so far as to say that reward and loyalty programs will be the foundation for the future growth and evolution of customer data.

    Janet Balis, Americas Customer and Growth Market Leader and Marketing Practice Leader at EY, provided valuable information about developing a roadmap to consumer data maturity, which leads to an AI-enabled future.


    Optimizing Your Martech Stack for Maximum Growth and Flexibility

    A significant portion of MMA IMPACT Virtual was devoted to technology. Marketers in attendance learned:

    • How to augment existing models to remain durable and valuable in times of change.
    • How to migrate from legacy campaign tools to a more efficient CX Hub
    • Why consent and preference management technology is a good investment
    • How chat and bot technology facilitate conversations that drive conversion and ROI

    Designing a Winning Marketing Organization

    All of the sessions at MMA IMPACT Virtual were designed to help marketers create a winning marketing organization (WMO). According to research sponsored by the MMA and coordinated by Dr. Sundar Bharadwaj, WMOs are more customer focused, complex and decentralized, and develop a high degree of fit by aligning performance to capabilities that matter to future performance. In fact, each 1% increase in a marketing organization’s capability fit leads to a 2.5% increase in sales growth.

    Benchmark your marketing organization’s capabilities now


    The MMA is dedicated to helping marketers succeed in all market conditions. If you missed MMA Impact Virtual, we invite you to watch select presentations now. And be sure to register for upcoming events that will help you leverage the power of agility, innovation and customer experience.

     

     

  • Presentations the MMA has permission to post are available for viewing and download below.
    View the full agenda.

    Tuesday, April 6, 2021

    Growth Through Agility
    11:05 AM - 11:35 AM
    Cynthia Kleinbaum, VP of Marketing, Walmart+, Mobile, and Pickup & Delivery
    Arianna Orpello, SVP, Head of Brand, Community, Channel, and Field Marketing, TD Bank

    Moderator:

    Brian Henstorf, Senior Partner, McKinsey & Company
    Watch the Full Session
    How Doers Get More Done:  The Home Depot Puts the Customer at the Center of its Strategy 
    11:35 AM - 12:00 PM
    Adolfo Villagomez, Senior Vice President – Online & CMO, Home Depot​
    Download Presentation
    (848.29 KB, Adobe PDF)
    Watch the Full Session
    The Forgotten Power of Creative
    12:00 PM - 12:25 PM
    Janna Ritzcovan Synovec, Head of Marketing, IBM Watson Advertising and Weather
    Robert Redmond, Design Principal, Head of AI Ad Product Design, IBM Watson Advertising
    Download Presentation
    (11.12 MB, Adobe PDF)
    Watch the Full Session
    Keeping Pace with Today’s Evolving Consumer Mindset
    12:45 PM - 1:15 PM
    Aki Spicer, Chief Strategy Officer, Leo Burnett/Chicago
    Kelly Gillease, Chief Marketing Officer, NerdWallet

    Moderator:

    Yory Wurmser, Principal Analyst, Insider Intelligence
    Watch the Full Session
    MMA’s Data Maturity Framework: Preparing for the Future of Data and Privacy
    1:15 PM - 1:40 PM
    Vassilis Bakopoulos, SVP – Head of Insights & Research, MMA
    Janet Balis, Americas Customer and Growth Market Leader and CMO Practice Leader, EY
    Download Presentation
    (23.03 MB, Adobe PDF)
    Watch the Full Session
    Migrating from a Legacy Martech to a Modern CX Hub
    1:55 PM - 2:20 PM
    George Phipps, Director of Product Marketing, ActionIQ
    Brad Penwarden, Director of Products, Munvo
    Download Presentation
    (6.14 MB, Adobe PDF)
    Watch the Full Session
    Overcoming Model Fragility: Creating Adaptable Models that Can Survive the Next Shock
    1:55 PM - 2:20 PM
    Dan Temby, President, Proove Intelligence
    Kuhan Puvanesasingham, Business Intelligence Manager, Proove Intelligence
    Download Presentation
    (6.75 MB, Adobe PDF)
    Watch the Full Session
    ​Preparing for a World of New, Privacy First Identifiers 
    2:25 PM - 2:55 PM
    Amy Adams, Global Head of Personalization, McDonalds
    Jay Altschuler, VP, Media Transformation, Petco
    Tracy-Ann Lim, Chief Media Officer, JPMorgan Chase

    Moderator:

    Scott Cunningham, Owner, Cunningham.Tech Consulting
    Watch the Full Session

    Wednesday, April 7, 2021

    Mass Personalization, MyWalgreens and the Future of Marketing
    11:05 AM - 11:30 AM
    Alyssa Raine, Group Vice President, Customer Marketing Platforms, Walgreens Boots Alliance
    Download Presentation
    (4.46 MB, Adobe PDF)
    Watch the Full Session
    Brands As a Force For Good
    11:30 AM - 12:00 AM
    Carleen Pickard, Ethical Campaigns Specialist, LUSH FRESH HANDMADE COSMETICS North America
    Eric Austin, Senior Director, Global Brand Building & Media Innovation, P&G

    Moderator:

    Latia Curry, Principal, RALLY
    Watch the Full Session
    How 5G is Enabling Better Results through Immersive Creative Experiences    
    12:05 PM - 12:30 PM
    Jake Moskowitz, Head of Data Strategy, Ericsson Emodo
    Scott Elchison, Manager, Partnerships, IPG Media Lab
    Download Presentation
    (21.62 MB, Adobe PDF)
    Watch the Full Session
    Conversational Commerce – Making Shopping Personal
    12:05 PM - 12:30 PM
    Michael Ricci, Vice President of Business Development & New Technology, Webtrends
    Download Presentation
    (5.02 MB, Adobe PDF)
    Watch the Full Session
    How GE Leaned into Purpose to Refresh its Brand
    12:45 PM - 1:10 PM
    Zara Mirza, Global Head of Brand Marketing, GE
    Download Presentation
    (16.66 MB, Adobe PDF)
    Watch the Full Session
    MMA MOSTT Research Study: How Can Marketing Organizations Drive Growth
    1:10 PM - 1:35 PM
    Dr. Sundar Bharadwaj, The Coca Cola Company Chair, Professor of Marketing, The University of Georgia, The Terry College of Business
    Download Presentation
    (9.88 MB, Adobe PDF)
    Watch the Full Session
    Data Privacy & Protection: The ROI for Marketers
    1:35 PM - 1:50 PM
    Claire Feeney, Product Marketing Manager, OneTrust PreferenceChoice
    Watch the Full Session
    A Moment to Reset: Key Media Consumption Trends for Advertisers’ Success Now and in the Future
    2:00 PM - 2:25 PM
    Beth-Ann Eason, Managing Director, Senior Digital Transformation Executive, Accenture Interactive
    Download Presentation
    (4.22 MB, Adobe PDF)
    Watch the Full Session
    How Mars Unlocked the Power of Speed
    2:25 PM - 2:50 PM
    Sandeep Dadlani, Chief Digital Officer, Mars, Incorporated
    Download Presentation
    (7.54 MB, Adobe PDF)
    Watch the Full Session

     

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