It’s not every day that you get a chance to talk with an industry leader. We had a chance to sit down with Gustavo Martinez, who has spent more than 35 years in the advertising and marketing industry. He’s held top leadership positions at such impressive companies as Ogilvy and Mather, J. Thompson Worldwide and McCann Worldgroup. We took a moment to talk with this industry visionary to hear his perspective on changes in the industry.
Gustavo Martinez Shares Advertising Insights
Consultants and Business Start-Ups
The word consultant is, at the end of the day, a term we use for an independent contractor who provides services in strategy and operations, Martinez advises. He states that the marketing and advertising world is unique in some ways because it’s an industry that requires a steady stream of fresh talent on the creative side. Read more: Gustavo Martinez | Crunchbase
In contrast, other industries may need to rely more on an unchanging talent pool due to their need to have a refined and well-established process. Other industries need their employees to perform the same task over and over, while the advertising industry needs its employees to perform new tasks all the time.
The number one driver in marketing? Martinez states that it’s creativity, more than anything else. He shares that he always went for the highest-quality talent he could find as an executive at the top marketing firms.
It’s important to note that creatives tend to have a difficult time functioning in a highly structured environment. As a result, the phenomenon of consultants as a key component in marketing and advertising happened organically.
UV Business Acceleration
Currently, Martinez is excited to be working with a company, UV Business Acceleration, to bring entrepreneurial solutions to traditional marketing needs.
Martinez advises that the world of start-ups can be a brutal one, with more than ninety percent of start-ups failing within their first 3 years. He has put together a marriage of Artificial Intelligence and marketing strategy to optimize results for his client companies.
Fresh Approach to Marketing
As an example, Martinez shares how we can now use data harvested from a smartphone or smart house to determine the current weather conditions and determine when a customer last shopped for groceries.
We can use predictive analysis to cater to a customer’s needs, anticipating that a customer may want more ice cream in warm weather. Then, we will soon deliver fresh groceries and the desired ice cream to the customer’s home by drone.
On the horizon is a new level of customer care and new marketing opportunities, Martinez advises. Creative minds will be key to producing fresh marketing solutions in a growing field of opportunity.
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