8November2018In My OpinionBy David Roman, SVP & CMO, LenovoHOW TECH IS CHANGING JUST ABOUT EVERYTHING IN MARKETINGMarketers today must be entrepreneurs. The days of agencies tinkering over a creative in the back room, nuancing every last detail for months on end, and then when it's finally done, debuting it to the world in a grandiose way are long gone. Technology has changed the way we create and interact with our audiences and what they expect from us. Today we create campaigns in weeks, not months, sometimes even in hours and days--and they're driven by data. For the most part, that means we have more certainty than before about how our different audiences will respond. And we tailor content to their unique tastes and preferences. We approach campaign creation in three phases: research, development, and rollout. Technology and data permeates all of these phases.In the research stage, we're drawing upon insights from past campaigns. Because we've measured and tracked performance, we have a detailed historical record of what worked well for which audiences. As a global organization, we draw upon the research on user segments conducted by our business groups for products--everything from smartphones and tablets to workstations and servers. Oftentimes, we've announced upcoming products to the press and done some initial social media activations--this runway gives us some early feedback into which messages resonated in the media and with consumers and analysts. By analyzing the tone of coverage and which features get more "air play" as well as how our social audiences are engaging with the topic, we have a great view of what to focus on in the campaign. We combine David Roman
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