“To drive strategic decisions you need to engage that persona and understand how they work, and what’s important for CMOs is to kind of reassure the board and the teams they manage the direction they’re going in their search strategies, if there is the right one.”
Ashley Fletcher is the VP of Marketing at Adthena, the market leader in Competitive Intelligence for AdTech Search. Fletcher has over 12 years of experience in search and has held senior positions at Criteo and Google. A regular speaker at events and conferences, Fletcher holds an MSc in Marketing from the London School of Business and Finance.
In this episode of Velocitize Talks, Fletcher elaborates on today’s competitive search landscape and the role of the CMO.
On the pressures of Search Engine Marketing (SEM) (2:20)
“I think what we’re seeing in the industry and hearing at the moment is it is becoming a little bit more ‘black box’ so if you think about the big push on automation and things like that it really kind of pushes a hands-off approach [for]search marketers to let the machine do its thing. But with that you have a lack of control…we need that control back to understand where this machine is going.”
On truth in branding (5:18)
“It’s really key that the brand message is consistent so again search plays a pivotal role in ensuring that you are constant with that message…and at the moment it’s a very kind of noisy disjointed message at times. That can be very damaging for your brand.”
On Gen Z consumers (7:13)
“They’re heavily influenced by messaging and it’s not just sales messaging, it’s a different language entirely…Advertisers should embrace that and really speak the language to get closer to this audience.”
On marketing strategy (9:10)
“I think anyone aspiring to build a strategy and drive a function, you have to be open to that change. It never looks as you expected but it will work.”
Check out Ashley Fletcher’s LinkedIn article, “Build a Marketing Strategy You Want.”