DMWF North America: Interview with Matt Wurst

By: Hannah Pinchbeck

September 2, 2019


#DMWF - Brand - Content Marketing - Digital Marketing - Marketing Strategy - Popular -

Matt Wurst is the Managing Director of revelation, Webedia’s integrated Brand Services practice in the United States. With over two decades of digital marketing experience and expertise, Matt joined the global content and media network at the beginning of 2019. Previously, his innovative approaches to digital strategy, content and analytics became the backbone of 360i’s visionary integrated marketing leadership. Over the span of a decade with 360i, he launched the first social/digital marketing practice at an agency, led the team behind the famous Oreo Super Bowl tweet, and served as head of both content and operations in partnership with over 100 brands. Matt was among the first to bring together content and context, technology and humanity, art and science…. and he is a true champion of digital marketing convergence.

We were able to catch up with Matt ahead of #DMWF North America 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 North America on 11 – 12 September!

Hi Matt, thank you for joining us at #DMWF in September! We’re super excited to see your session!

What digital marketing trend has impacted your campaigns the most in 2019?

Without question, the biggest trend we are seeing is brands investing more back in their owned and operated digital properties. They have gotten more selective and more strategic with where and how they are distributing and promoting content, and with whom they are partnering to create it. Instead of thinking about creative assets as something to push out to consumers, it is being thought of in terms of how to best bring consumers back into environments over which they have greater control. Reclaiming ownership of that relationship with audiences is critical.

How do you feel digital marketing will change in the next 5/10 years?

Understanding of consumer behavior, expectations and motivations will continue to improve, as will the ability to access and analyze that data in better, smarter, faster ways. The direct-to-consumer model has changed digital marketing over the past 5 years, but as the reliance on influencer and affiliate marketing begins to wane in the coming years, the importance of true community and peer-to-peer engagement will recapture some of that share of marketing mindset.  

What is the BIG next thing for 2020 that marketers should be preparing for now?

The subscription streaming video wars will dominate the 2020 marketing headlines. As Amazon, Disney, Netflix, Apple and others compete for user attention and spend, they will drive creativity, quality of programming and the need for integrated marketing partnerships to new levels. And just how long Netflix can hold out without offering some form of more traditional advertising will be an interesting storyline to follow.

What can our community learn from your session at DMWF North America? 

Marketers understand the differences between C2B and B2C, but both are antiquated models at this point. We are now living in a C2C world. No, C2C doesn’t mean consumer to consumer. Cultural affinities, from fashion & beauty, food & gaming to music & film have brought niche passions into the mainstream. For brand marketers, that culture drives commerce every day. And it’s content that drives culture… So it’s our job to create & tell stories that shape culture & drive the bottom line. Even understanding this, digital marketing is hard. Competition for user attention is fierce, & the cost to both create content AND reach consumers is going up, often beyond what budgets can support. I believe that brands should own this & take back some of that control for themselves. BE the content creator, tell your own story, in your own way, to the people who are going to matter to your brand, your business & your bottom line.

Who on our DMWF North America speaker line up are you looking forward to learning from?

I’m always enthralled with the stories that James Gregson of Lego tells. A great speaker working on a great brand, James and his team have figured out how to keep a legacy brand relevant in digital, with very different and diverse audiences, with fun, engaging content.

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

I’m a Springsteen guy, and after seeing over 70 shows with Bruce and the band… AND singing “Rosalita” to my wife at our wedding with the band, it would be an obvious choice that anyone who knows me might think about for my entrance music… but depending on the crowd and audience for this event, I’d choose one of two different songs. The first would be The Cure’s “Just Like Heaven,” and the other would be Skylar Grey’s intro to Coming Home (which Diddy also sampled and covered).

Thank you Matt! We look forward to seeing you at #DMWF North America on 11 – 12 September in New York.

Matt Wusrt will be hosting the session ‘Navigating in a C2C World: How Content Drives Culture and Commerce‘ on day 1 at #DMWF North America on 11 September at 12.30 PM.

revelation helps brands reclaim ownership of their content, data and relationship with consumers by offering specialized and integrated services. From data and insights analysis, marketing strategy and content creation to ongoing measurement and performance optimization, we customize efficient, effective solutions to complement your in-house teams and/or agency partners.

In a world where culture and content drive conversion and commerce… where consumer affinities – from fashion & beauty, food & gaming to music & film – have brought niche passions into the mainstream… revelation puts brand marketers in the driver’s seat of change and navigates where to go next. As Webedia’s brand content and partnership group in North America, revelation brings together the best international and local capabilities from across the global network.