“What’s important is you take a step back and you don’t decide your channels before you have your campaign. The idea is bigger than the execution and the idea has to resonate before you think about where it is going to work.”
David Gyertson is Director of Zest The Agency, a fully integrated communications agency that provides strategy, creative, PR and digital services to help people build better brands.
In this episode of Velocitize Talks, we sit down with David Gyertson to talk about successful storytelling, integrated marketing and the future of digital experiences.
On successful storytelling (1:35)
“It’s about a brand narrative and it’s about your customer going on a journey with you over time. It’s not just about those eight seconds. It’s those eight seconds now, and those eight seconds next month, and in 18 months when they remember who you are and go back to your website again…It’s about tying all those strands together and staying consistent.”
On making marketing more human (3:15)
“We don’t want to be creepy. What we want to do is deliver the right message to the right person at the right time, but that message still has to be human. It has to resonate with customers.”
On integrated marketing and creativity (7:02)
“I’d like to see marketing go back to the creative. I think the challenge digital marketing has had in the past few years is we are very dominated by what the biggest providers want us to do…I want us to take it back to getting the big idea right in the first place and trusting the rest will take care of itself.”
On the future of digital experiences (9:47)
“Don’t worry too much about the huge evolution of digital. Let’s just get the content right. Ultimately it all goes back to the content and that’s stripping away the layers of technology and nonsense that affect the web.”