Marketers must be wary of buzzword “obsessions”, say Burberry and Visa

Nick Jones, head of digital and CSR at Visa Europe, who was on the panel

Nick Jones, head of digital and CSR at Visa Europe, who was on the panel

Marketers must be wary of buzzwords and learn to trust their “gut” instinct, according to a panel of marketers speaking at Advertising Week Europe.

The session, called ‘The Marketer Perspective: The Year the Buzzword Became the Reality’, debated whether 2014 will finally be the year that a “perfect storm” of mobile, social and content innovations change the industry for good.

However, panellists including Paul Graham, vice-president engagement marketing at Burberry, Abode EMEA marketing director, digital marketing, John Watton, and Pete Markey, RSA’s chief marketing officer, warned that marketers must not allow themselves to be blinded by the latest “buzz” in the industry.

Graham said: “There’s a thought that collecting big data will get you out of trouble and pave the way to an answer. Then you hide behind it instead of using your gut instinct. It’s about talking to your customer, knowing why you’re talking to them.”

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