The future of marketing is all about “the infusion of data into experiences,” says Naseem Sayani, VP of Business Strategy at Huge L.A. To illustrate, Sayani said Starbucks -- via its mobile app and all the data it collects -- should have her coffee ready before she walks through their doors, every morning.
Yet, data and technology will only get you so far, said Steve Savic, Executive Creative Director at Critical Mass. Take Droga5’s Under Armour’s campaign -- fearuting Gisele Bundchen -- which recently took the Grand Prix in the Cyber category at Cannes. Droga5 didn’t do anything especially unique from a tech standpoint, said Savic. There were “using the Twitter API just like everyone else,” he said. Instead, “The posed the right questions … and produced a great piece of content.”