HP’s North America Head of Performance Media, E-Commerce also gave his advice to his younger self “If we take care of the moments, the years will take care of themselves.”
In the balance between personalization and privacy, how do you think marketers should gather data from their target customer without being creepy?
We as marketers should first and foremost look to build trust with the customers. We know they appreciate personalized experiences, but it is critical we abide by certain strategies that allow us to effectively build a seamless respectful experience. Transparency in how we collect and use the data would rank very high. Allowing the customer the opportunity to consent as well as only collecting what we need if they consent will go a long way. Compliance to these strategies and fostering a privacy/protection focused practice will definitely put customers at ease and allow us to do what we do best.
Who is HP’s target? Is your customer base more B2B or B2C?
HP is recently shifting to focus on more of a service delivery strategy. We are hearing from our customers, that is what they want. Our current strategy is focused on leading the future of work which positions its self-more B2B. Employers are looking forproductivity and innovation that drives growth, while employees are seeking personal and professional fulfillment. Customers are now beginning to realize and experience the transformational power of AI. For most, the journey using AI-enabled devices, particularly AI PCs, will start in the workplace. As they experience the benefits, they will begin to apply them in their personal lives as well. Clearly, we are entering an exciting new era for work. At HP, we believe delivering growth and fulfillment through technology is the future of work
AI is the marketing industry’s shiny object right now. Is there something else marketers should watch out for in 2025?
I see an integration of multiple elements we have experienced so far. Speaking earlier about personalization and privacy, I see this personalization happening at scale. Hyper personalized AI generated content – through such dominant channels as short form video, the TikToks of the world taking it a step further. TikTok has evolved into a search engine already. This experience could trigger the aggressive growth of AR/VR and not just in gaming as it traditionally is. Bringing that personalized experience even closer to the customer with them leaving their homes. Think about how these applications could reshape customer expectations and prove AR’s utility across retail sectors – appliances, furniture, clothes, and fashion etc. I see it going there.
What advice would you give to your younger self?
If we take care of the moments, the years will take care of themselves.
How do you recharge?
I love cooking (and eating), discovering and playing boardgames, soccer and recently took up racquetball at the local gym. I guess anything that tickles my competitive spirit – outside work.
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