5 - The New Age of Marketing: Merging B2B and B2C Strategies for Greater Impact
Navigating the Future of Marketing: Insights from Kenton Knoepfler on the Marketing Vanguard Podcast
In the latest episode of The Marketing Vanguard podcast, host Paula Chiocchi, CEO of Outward Media, is joined by Kenton Knoepfler, Vice President of Audience Practice at IPG MediaBrands. Kenton brings his expertise in audience targeting and marketing strategies to discuss the evolving landscape of marketing, with a special focus on how AI is transforming the industry. This episode offers valuable insights into how marketers can navigate the complexities of audience engagement, leverage new technologies, and adapt to the changing digital environment.
Understanding Audience Targeting in a Competitive Landscape
Kenton Knoepfler emphasizes that effective audience targeting begins with a deep understanding of a client's product and goals. This foundational knowledge enables marketers to tailor their strategies and use data effectively to meet specific objectives. At IPG MediaBrands, the team acts as consultants, collaborating with internal agency partners to define clear goals and identify the most relevant audience segments. Whether working with first-party or third-party data, IPG focuses on refining targeting strategies using tools like cluster analysis to identify new customer segments.
In addition to these foundational strategies, Kenton highlights the importance of balancing brand awareness with performance marketing. While conversion-focused tactics are vital, maintaining a strong brand presence is equally important, especially in highly competitive industries like telecommunications. For example, T-Mobile's marketing approach goes beyond conversion goals to also create a strong brand positioning that differentiates them from competitors such as Verizon and AT&T.
Kenton also shares how IPG MediaBrands aligns audience strategies with engagement goals, continuously adjusting tactics to meet campaign objectives. Whether the goal is to drive awareness, app downloads, or in-store purchases, understanding key performance indicators (KPIs) ensures that strategies remain relevant and effective.
Key Episode Highlights
Effective audience targeting begins with a deep understanding of client goals and utilizing both first-party and third-party data to refine strategies.
Balancing brand awareness with performance marketing is essential, especially in competitive industries like telecommunications.
Aligning audience strategies with KPIs ensures that marketing efforts remain relevant and continue to meet specific objectives.
The role of AI in marketing is discussed, particularly how it can optimize audience segmentation and campaign performance in real-time.
Adapting to new technologies: Kenton emphasizes the importance of staying ahead in an ever-evolving marketing landscape by embracing innovation and continuously refining strategies.
About Kenton Knoepfler
Kenton Knoepfler is the Vice President of Audience Practice at IPG MediaBrands, a global media and marketing solutions provider. Kenton leads the team that specializes in audience targeting, leveraging data and analytics to create impactful marketing strategies. His expertise in integrating new technologies and optimizing marketing efforts positions him as a thought leader in the industry.
About IPG MediaBrands
IPG MediaBrands is a leading global media and marketing solutions agency that helps brands build powerful and effective connections with their audiences. By combining data, insights, and innovative strategies, IPG MediaBrands delivers comprehensive marketing solutions across multiple channels, driving growth for clients in a rapidly evolving digital landscape.
Links Mentioned in This Episode
👉 To explore more about data-driven marketing strategies and audience targeting, visit Outward Media.
🎙️ Interested in sharing your expertise on The Marketing Vanguard podcast? Apply to be a guest.
Link to this episode: https://player.captivate.fm/episode/b0df6b43-c295-462e-ab02-f3511afc725b/
