By Brianna Phares, Greg Haines, and Kirsty Nunez
Reshape your approach to the ever-evolving landscape of modern marketing on October 5 and 6, 2023, by joining the San Diego Chapter of the American Marketing Association(AMA) for an immersive marketing conference called Art of Marketing. The theme of the conference, “The 360 Marketer,” embodies a holistic and comprehensive approach to marketing, where every touchpoint with the customer is considered to create a seamless and personalized experience.
As a versatile and adaptive marketer, the 360 marketer navigates the complex and ever-changing marketing landscape, prioritizes customer needs and preferences, and creates personalized campaigns to engage and retain customers, build brand loyalty, and deliver measurable results.
The Art of Marketing conference deciphers the key subdisciplines of the Experiential Marketer, the People Marketer, the Tech Marketer, and the Insightful Marketer. These four elements of marketing cover customer experiences, human interactions and personalization, technology, social media and data-driven insights. These four tracks allow attendees to customize their conference experience based on their needs.
The Experiential Marketer
The Experiential Marketer creates memorable and engaging experiences for consumers rather than interrupting people’s lives with traditional communication methods. They use experiential marketing to create a lasting impression and build brand loyalty. By creating experiences that are unique, interactive, and shareable, brands form deeper connections with consumers.
The Tech Marketer
The Tech Marketer uses marketing technology to enhance marketing efforts by reaching target audiences more effectively, personalizing messaging, and tracking and analyzing marketing efforts.
Subsumed under the Tech Marketer, digital marketing focuses on the increasing importance of digital channels and strategies such as search engine optimization (SEO), pay-per-click (PPC) advertising, website optimization, social media marketing, and email marketing.
The Tech Marketer also stays ahead of the curve by embracing innovation and emerging technologies such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) in support of unique and cutting-edge marketing experiences.
The People Marketer
To be effective in their role, the People Marketer must employ a combination of technical skills and soft skills. Soft skills allow the marketer to build personal connections with customers and colleagues by focusing on their individual needs and preferences rather than brand or product features or benefits.
The People Marketer’s purview includes social impact marketing. In today’s socially conscious world, social impact marketing involves aligning brands with meaningful causes, incorporating social responsibility and sustainability into marketing strategies, and driving positive social change.
The Insightful Marketer
The Insightful Marketer uses insights to make data-driven decisions about marketing strategies and tactics. Insights are gathered and delivered using both analytics and marketing research. The Insightful Marketer leverages data and analytics to gain insights, make data-driven decisions, and optimize marketing campaigns for better performance and ROI.
The Insightful Marketer uses analytics which relies on quantitative data collected from digital platforms such as website, social media, or app traffic, click-through rates, and conversion rates, to measure and improve performance metrics such as traffic, user engagement, and conversion. They also use marketing research techniques such as surveys, ethnography, focus groups, interviews, and observation to garner a deep understanding of customer behavior, attitudes, and preferences. AI, UX and CX are enhancing the Insightful Marketer’s toolbox.
Your Invitation to Join Us
Please join us at AMA San Diego’s Art of Marketing: The 360 Marketer Conference on October 5 and 6, 2023. Marketing thought leaders from our community will help you unlock the full potential of marketing by taking a holistic approach to mastering the art of being a 360 Marketer. Thursday, October 5th will kick off with an evening VIP reception for networking with speakers and sponsors. The conference opens on Friday, October 6th at 8am at the Knauss School of Business at University of San Diego. Learn more information at https://artofmarketingsd.org. Tickets may be purchased here.
Leading the conference are AMA SD volunteers, co-chairs Greg Haines, the Co-Founder and Managing Partner of Compass Digital, a cutting-edge digital marketing agency dedicated to driving business growth online, and Brianna Phares, the Director of Product and Marketing for Dorel Home, a furniture manufacturer offering a wide range of furniture for major retailers throughout North America. Kirsty Nunez is consulting as the VP of Special Events on the AMA San Diego Board and is the President and Chief Research Strategist at Q2 Insights, Inc., a research and innovation consulting firm with offices in San Diego. Q2 Insights specializes in many areas of research and predictive analytics.
Kirsty Nunez is the President and Chief Research Strategist at Q2 Insights, Inc., a research and innovation consulting firm with offices in San Diego and New Orleans. She can be reached at (760) 230-2950 ext. 1 or firstname.lastname@example.org.