#DMWF Europe 2019: INTERVIEW WITH PHILLIP AGNEW FROM BRANDWATCH

By: Hannah Pinchbeck

October 22, 2019

Categories:

#DMWF - Data Marketing - Digital Marketing - Featured - Popular -

Phillip Agnew is responsible for all things product marketing for the world’s largest social media monitoring company, Brandwatch.

Whilst his experience lies in product marketing, he specialises in consumer behaviour and hosts the only podcast dedicated to the subject, called Nudge. On the podcast, he has interviewed a number of interesting characters who study why we make the decisions we make; from buying the latest Nikes, to choosing a salad over a steak. Taking insights from these researchers, authors, and pioneers, he condenses them into useful advice that any marketer can use to improve their proposition.

We were able to catch up with Phillip ahead of #DMWF Europe to find out his thoughts on the digital marketing landscape, what us marketeers should be looking out for in the future and what he is most looking forward to seeing at #DMWF Europe on 25 – 26 November!


Hi Phillip, thank you for taking the time to speak with us! We’re super excited to see 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?


Perhaps not a trend, but this is the first year I’ve witnessed a noticeable shift in attitudes towards the big tech ad firms like Facebook and Google. Marketers are no longer excited by the prospect of advertising on these sites. Instead they seem dismayed. With Google you’ve got a constant battle to simply appear within the first fold when people search for your brand name. And with Facebook, more and more concerns are being raised about how all its ad data is used.


Another big one, looking to the future of marketing; how do you feel digital marketing will change in the next 5/10 year?


As marketers we’ve become experts at gathering real time data on our consumers. Whether that’s using Google to advertise based on what someone buys, using Moz to figure out what people need information on, or Brandwatch to see what they say. Problem is this is all unprompted, we can’t ask them a question, we can only see their actions. Marketers, I think, desperately require a better way to get promoted data from consumers. To ask them questions and get responses, not in months like you would with a focus group, but in real-time. I imagine marketers in ten years simply won’t make a major decision without consulting real-time promoted and unpromoted consumer feedback.


So, what can our community learn from you at your session/panel at DMWF Europe?


If you want high-level, sky blue, big picture thinking, then don’t bother listening to my talk. Instead if you want tactical, applicable tips to improve your marketing, and actionable strategies you can use to better understand your consumers, then you’ll be at the right place.

At DMWF we will be showing how you can better understand your consumers in the digital age through the right data and particularly through fast and accurate research. We will enable marketers to completely understand their consumers in 2020 in order to back data-based decisions in fast changing environment.


Who else on our #DMWF Europe speaker line up are you looking forward to learning from?


Looking forward to the talk from Diogo Mirand from TomTom and to learn how they use data and tools to adapt to the fast changing mobility industry and how they are moving beyond a gps system manufacturer.


Finally, like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?


Thank you Phillip! We look forward to seeing you for #DMWF on 25 – 26 November in Amsterdam!


Phillip will be hosting the session; Understanding Consumers in the Digital Age in the #DMWF Data and Digital Disruption track on day one!

Brandwatch are Platinum Sponsors for #DMWF Europe. Brandwatch is the world’s leading social intelligence company, with world-leading people at the heart of it. Our teams build intelligent software solutions that meet the needs of over 1,200 forward-thinking businesses, including Unilever, Whirlpool, British Airways, Walmart and Dell.