#DMWF North America 2019: Q&A with Patrick McCarthy
Patrick McCarthy is Senior Vice President and Head of Marketing, creative and consumer insights for City National Bank. He leads a team of more than 50 colleagues in New York and Los Angeles who are responsible for developing and executing the company’s brand marketing, content development, digital marketing, direct response and social media campaigns. He is also responsible for monitoring and assessing trends in the market.
We are excited to have Patrick speak at the upcoming #DMWF North America on 11 – 12 September in New York! He will be taking a seat on the panel, ‘Examining Your Digital Marketing Strategy for 2019‘ along side Angelica Gustilo Ong, Digital & Social Manager at UNICEF and Angel Martinez, Senior Director of Marketing at Asylum Records (Warner Music Group).
Ahead of the return to the big apple, #DMWF caught up with Patrick to learn a bit more about him and what he’s most excited about for the upcoming event!
Hi Patrick, we’re excited to have you joining us at #DMWF in September! We’re going to jump straight in with a big question; What digital marketing trend has impacted your campaigns the most in 2019?
We at City National are in the infancy stages of our digital marketing journey. Our organization has always been focused on building really high-touch, close relationships with our clients – and that used to mean doing so almost exclusively through our physical locations. What we’re focused on now is enabling our clients and prospects to engage with us in whatever way they prefer – and as you know, that increasingly means prioritizing digital enablement. We’ve made good progress there but still have a long way to go. In addition, we’re making strides in modernizing our marketing stack – putting the basic platforms like Adobe and Salesforce at the center of our operation so we can actually connect our digital marketing efforts to our sales team – and show the impact that marketing can have. That has been transformative for the organization.
Another big one, looking to the future of marketing; how do you feel digital marketing will change in the next 5/10 year?
I believe that digital marketing will continue the trend toward adopting machine learning tools that empower marketers to reach the right audience.
In my last organization, Google’s Universal App Campaign – which uses machine learning to optimize campaigns with the right audiences based on actions – completely changed the way our marketing team approached campaigns. It flipped the script. Instead of asking “How do we find the right behavioral segment so we can make the most impact with our target audience?”, we were asking “How do we make sure we have the right message that fills a distinct need and then set it and forget it with the machine learning tool and see the audience that the message resonates with?”
Strategic marketing is still invaluable, but machines will be optimizing the campaign every minute.
So, thinking about what is next; what is the next BIG thing for 2020 that marketers should be preparing for now?
Data governance. GDPR is only the first step in governments empowering consumers to own their data and control how it is used. There are similar laws already taking shape in states as well across the U.S.
Now, we cannot wait to hear your panel session at #DMWF North America on 11 September! What can our community learn from you at your session/panel at DMWF North America?
Digital and physical within financial services do not have to be two distinct strategies that are diametrically opposed. Digital marketing can enable physical locations and colleagues to reach more of the right clients and prospects to help reach organizational goals.
We are super excited about our speaker line-up this year! Who else on our DMWF North America speaker line up are you looking forward to learning from?
Jonathan Pelosi. The thought leadership that the Google team produces around app-based marketing strategies can truly transform how you acquire and engage clients through your app.
Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?
“This is Me” from “The Greatest Showman.” It’s a song about accepting yourself for who you are – faults, scars (hopefully not from punches) and all.
Thank you Patrick! We look forward to seeing you for #DMWF on 11 – 12 September in New York