The Inspiration Lab: Connecting With Consumers To Turn Attention Into Action

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0:00Welcome to the second episode of the

0:02inspiration lab with Amazon Ads and

0:04Business Insider. I'm Carly Zip, the

0:07global director of brand marketing at

0:08Amazon Ads. Today we're joined by an

0:11audience first agency leader, Katie

0:14Klene, chief investment officer of

0:16Omnicom Media Group. So, you know, I'd

0:19love if you would start us off by

0:21telling us a little bit about your role.

0:23Yeah, so thank you so much first for

0:25having me, Carly. I'm I'm very excited

0:27to be here with you today. I lead our

0:29gotom market strategy and uh investment

0:32practice across all paid media channels.

0:34>> So talk to me about common elements of

0:37campaigns that you've seen that have

0:39really kind of like worked across touch

0:41points.

0:42>> Um you're going to hear me talk a lot

0:44about audience first because that's

0:47really really what it starts with. AI

0:49has really brought in what we like to

0:51call a new signal era of audiences where

0:54your target no longer is a limitation

0:57but it actually becomes a multiplier.

0:59You're able to say I want to kind of

1:01find these cohorts that have a

1:02propensity to do X Y and Z and you're

1:05really looking at approaching the

1:07audience as what is bringing everyone

1:09together versus kind of defining you

1:12know people in these different areas.

1:14>> Absolutely. We did this generational

1:16divide research and it's found that 72%

1:20of surveyed consumers say that their

1:22interests, their hobbies, their

1:23passions, that's what unites them and

1:25that's what drives their purchase

1:27behavior. So, how do you see brands

1:29really evolving their behavior and

1:32evolving their marketing strategies to

1:34kind of meet this moment? Whether it's

1:35creator marketing or just marketing

1:38based on people's passions and

1:39interests, we really lean into culture

1:42to help inform campaign planning and

1:44activations. So, when we take in all of

1:46these cultural insights, it gives you a

1:49lot of fresh opportunities and new

1:51opportunities in terms of where you can

1:53find their audience, what matters to

1:55them, and and where they can activate.

1:56Omnicom did a study where we found that

2:00consumers are now skipping steps within

2:03their uh you know path to purchase. So

2:07what that means is you really need to

2:09rethink kind of the legacy way of doing

2:12campaign planning that is audience first

2:14that is focused on content that is

2:16focused on creator and ultimately

2:17focused on your consumer. What is the

2:18funnel? Is it alive? Is it dead? What I

2:20can say is it's just not linear. you

2:22touched upon it, but I'd love to go a

2:23layer deeper with how you see the

2:26capabilities of AI and, you know, really

2:28these advanced audience solutions. We at

2:30Amazon have Amazon Marketing Cloud. You

2:33know, you have your systems, they work

2:34together very frequently, but how do you

2:37think that they influence um you know

2:39the strategy behind how you connect with

2:42consumers?

2:42>> So, I talked a little bit about from an

2:45audience standpoint. I think on the

2:47other side in terms of then where your

2:50messaging shows up, I like to think of

2:53what it does to supply curation because

2:56with AI there's no taxonomy limitations

2:59and the way that you can use it to

3:01identify different types of content and

3:03tone and environments is a really

3:06powerful tool to marry these deeply rich

3:10audience insights with extremely curated

3:13and customized supply and bring those

3:16together to serve messaging that's going

3:18to resonate the most. There's been a

3:19large renaissance around this idea of

3:22live programming this year. Live is

3:25associated with the moment. So it can be

3:28a

3:29>> commerce experience, a shopping

3:31experience. It can be an experience with

3:33a creator. So that then starts to kind

3:36of broaden the aperture of how you take

3:39this very powerful concept of live and

3:42then how does that come to life for

3:44brands?

3:45>> Yeah. Yeah, and I think that's what's

3:46been exciting about some of our

3:47partnership is really understanding

3:49things like interactive video ads or

3:52pause ads or even, you know, the rebirth

3:54of the QR codes, right? And that goes

3:56back to again rethinking the legacy role

3:59of channel. You need to be prepared to

4:01meet the consumer where they are. Um,

4:04and I think you know kind of this notion

4:06too of brand and performance. It is not

4:09an eitheror. It is a both and. So it

4:12sounds like you're really talking about,

4:13you know, how it's closing the gap

4:15between awareness and action. How do you

4:17inspire action with your teams? So we

4:20have a saying at Omnig and it is leader

4:22practitioner and you will not meet a

4:26single person that works within our

4:28organization that is not close to the

4:30client work. A solution can be anywhere

4:33for your clients. You have to understand

4:35their business to drive value for them.

4:37>> I love that. Thank you so much, Katie,

4:39for being here. It's been great to chat

4:41with you.

4:41>> Thank you so much. That's it for today.

4:43Thanks for watching this episode of the

4:45Inspiration Lab. To learn more about

4:48stories that drive results and success,

4:50go to advertising.amazon.com.

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The Inspiration Lab: Connecting With Consumers To Turn Attention Into Action

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