#DMWF Europe 2019: Interview with Clint White, President & Founder of WiT Media Inc
Recognized as a Crain’s New York Business Top Entrepreneur, Clint White is the Founder and President of WiT Media, an award-winning boutique agency. Clint has over 25 years of experience maximizing audience reach and content impact for challenger brands, startups, established businesses and organizations across e-commerce, fashion/footwear, food/beverage, fintech, financial services, healthcare, hospitality, insurance, luxury, media, real estate, retail, sustainability as well as social impact/culture/nonprofit sectors.
Ahead of #DMWF Europe we caught up with Clint, to find out his thoughts are on the digital marketing landscape, what he thinks us marketers should be looking out for in the future and what he’s most looking forward to seeing at #DMWF Europe on 25 – 26 November!
Hi Clint, thank you for taking the time to speak with us! We’re super excited to see you hosting your session in Amsterdam!
We’re going to jump straight in with a big question; What digital marketing trend has impacted your campaigns the most in 2019?
We are talking about my agency Wit (www.wit-inc.com) now as a Media Experience Agency. Media Experience blends the reality that we live in a world where media is everywhere, means many things, and prioritizes the engagement that it enables/activates. It follows on the truth that User Experience is paramount in all things—from the way you engage with tech, sure, but more so how you engage with the world overall.
Another big one, looking to the future of marketing; how do you feel digital marketing will change in the next 5/10 year?
It’s going to get a lot harder to be successful if we don’t go back to basics. Embrace the Marketing Mix, work with the Four Ps (Product, Price, Place, Promotion) to find the most intelligent, custom way to earn market share and penetration within the segments that are most important to your true business goals. Understand that humans live in a world where media is ubiquitous—it becomes irrelevant if we do not insist that it be smart and engaging, from both a human and tech perspective.
What is the next BIG thing for 2020 that marketers should be preparing for now?
I like to think of it as” Elegant Disruption.” I spend a lot of time advocating for omni-channel, and raising a cautionary hand when clients, colleagues and thought leaders have amnesia about the science of consumer physiology. Awareness, demand, consideration and conversion don’t magically occur because of voluminous social media ads, content and influencers posting. It’s still a process that has it’s own recipe and the hard part of what we do it slowing down and figuring out how to be elegantly disruptive and achieve top of mind awareness with smart audience segments.
What can our community learn from you at your session/panel at DMWF Europe?
Adidas recently admitted that “a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building” (Marketing Week 17-Oct 2019). What does this, and other examples of this, tell us about how to think outside of the world of immediate returns in the marketing ecosystem? I will help marketers refocus on practically going about crafting strategies and tactics that address the realities of contemporary consumer behavior, through the lens of a blend of best practices as well as entrepreneurial creativity.
Who else on our DMWF Europe speaker line up are you looking forward to learning from?
I’m excited to soak it all in, I haven’t been in Amsterdam in a few years. Europe has such a different orientation to advertising—both traditional and online—than we do in the US, so I have a lot to learn and, if all goes well, there will be copious…debate.
Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?
Maybe Radio Radio by Elvis Costello? There’s something so subversive but still respectful of the power of media in that song that’s still so relevant. You could easily change “radio” to “internet” or “digital” and it would be instantly updated. And of course, don’t we all feel this way sometimes?: “I wanna bite the hand that feeds me, I wanna bite that hand so badly…”
Thank you Clint! We look forward to seeing you for #DMWF on 25 – 26 November in Amsterdam!
Clint will be hosting the panel, ‘Panel: Digital Transformation: How Effective Leaders Drive Digital Change’ within the Data & Disruptive Tech Track at #DMWF Europe on 25 – 26 November at the Elicium Centre, Rai, Amsterdam!
He will also be presenting his session ‘Outside the Digital Bubble: Real Talk About Omni-Channel Marketing’ within the Digital Experience & eCommerce Strategy Track on day 2.