ORLANDO —\u00a0Marketers are more challenged\u00a0than ever and the job is much bigger, says, Alan Schulman, National Director of Content Marketing & Creative Experience at Deloitte Digital<\/a>, in an interview with Beet.TV at ANA. “It’s not just about the brand, but the entire customer experience,” he says in this deep dive interview about the changing role of content, agencies and marketing.<\/p>\n

“It’s about understanding the customer journey pre-, during- and post-funnel, from\u00a0call center, to commerce, to app development and user experience. Not only do marketers need a broader toolkit, but brands need partners who can help them in an expanded agreement not just in communications but a great digital customer experience.”<\/p>\n

Schulman says his goal is to arm the CMO with the\u00a0type of scorecards and metrics that translate into tangible business results in today’s “always-on” world, rather than just practicing an old school “what commercial do you run in Super Bowl” type of marketing. “What are the best organizational models to be an always-on creator? We have to think of less channel-based storytelling and more holistically as something that will be everywhere and will take different lengths from short to long to medium . . . and\u00a0what is the\u00a0content strategy and how much is video? As we think about addressable and using real-time data to power it, that’s where the future is going to be.”<\/p>\n

We interviewed Schulman\u00a0at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet\u2019s coverage is sponsored by <\/span><\/i>Cadent<\/span><\/i><\/a>. For more videos from the series,\u00a0<\/span><\/i>please visit this page<\/span><\/i><\/a>.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO —\u00a0Marketers are more challenged\u00a0than ever and the job is much bigger, says, Alan Schulman, National Director of Content Marketing & Creative Experience at Deloitte Digital, in an interview with Beet.TV at ANA. “It’s not just about the brand, but the entire customer experience,” he says in this deep dive interview about the changing role […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5864],"tags":[3102,3178,5956,5957],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43139"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43139"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43139\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}