Episode #142. Connecting with your Consumer is the focus of today’s episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements.
Abby’s guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui’s re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco’s as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.
In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.
