Tom Galido has a word of warning for the future of television as a marketing medium.
“The television model is going to fall apart as we know it,” said Galido, CEO of Kaptivating Technology in Los Angeles, in a presentation to San Diego business leaders sponsored by Sage Executive Group.
Galido explained that in today’s digitally dominated marketplace, information comes from all directions in increasingly fragmented ways. “You don’t even know where your customers are these days,” he said.
Rather than going to your TV for information – or to reach your audience – that information is available in your hand. “The most important screen is the screen in front of you,” Galido said.
In his talk, “The New Age of Social Media Marketing, he said those are key challenges for businesses. “We cannot have this level of defection” from traditional marketing methods “without reformatting the industry.”
For success today, “it’s all about being fast.” And over the next five years, he said “it’s not about being big, it’s about having the best data.”
He cited Netflix and its success in mining customer data to guide production decision, and Target, in gaining understanding of what kids wanted in back to school shopping (beauty and style) rather than focusing on what parents valued (computers and backpacks.)
The future of marketing, steeped in social media information, will “combine scale with data to drive action,” he said.
The almost universal availability of information levels the playing field. “The big boys are going to have to compete with the little guys because everyone is the same height,” he said.
Galido, 42, was named CEO Officer of Kaptivating Technology, a provider of next-generation real-time marketing technology, in January.
Sage Executive Group, which provides a peer advisory experience for CEOs, presidents, and partners, as well as for C-level executives in finance, operations and sales. sponsored the talk as part of its quarterly learning events. The talk was held at the Mintz Levin law firm offices in San Diego.
The Sage process has been developed by executives who have over 45 years of collective leadership with CEO peer advisory groups to create an effective and value-driven member experience. For more information, contact Sage Executive Group at (800) 648-1063 or visit www.sageexecutivegroup.com.