At the prestigious New York Auto Show held at the Javits Center, Natalie Bastian, Teads’ global CMO, engaged in a captivating conversation with Shelley Pratt, Director of Marketing Communications and Media at INFINITI USA, in the latest episode of “Talks with Teads.” This lively exchange occurred amidst the Media Post Auto Summit, drawing in elite marketers from leading auto brands and providing the ideal setting for an in-depth exploration of industry trends and strategic insights.
Key Topics Explored:
The Power of Experiential Events
Shelley underscored the pivotal role of experiential events in the automotive sector, emphasizing that these events are not just about showcasing vehicles but shaping consumer perceptions and fostering brand loyalty. She stressed, “It is so important to get people in your vehicles in a space that they feel comfortable,” pointing out how firsthand experiences can significantly influence consumer perceptions and brand loyalty.
Navigating the Shift to a Cookieless World
A significant focus of the discussion was the evolving landscape of digital marketing, particularly around the use of first-party data. Shelley shared how INFINITI is adapting to the impending cookieless future: “First-party data is king,” she stated, outlining how their data innovation office is leveraging CRM and direct media integrations to maintain targeted outreach in a changing digital environment where the reliance on third-party cookies diminishes.
Innovative Product Launches
Shelley also shared insights from a recent launch event for the new INFINITI QX 80, held a hundred stories above Manhattan! This event was not just about unveiling a new model but creating a memorable moment that effectively integrated paid and earned media. “It was a moment that anybody there, they just took their breath away,” she recalled, underscoring the importance of making such events impactful beyond the immediate spectacle.
Advice for Aspiring Auto Industry Professionals
At the end of their conversation, Shelley offered a powerful message to young women aspiring to enter the auto industry. “Don’t let imposter syndrome rule your life,” she advised, urging them to be proactive and resilient in their career paths. This piece of advice is a testament to the evolving dynamics within the industry and the increasing role that diverse voices are playing in shaping its future.
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