Here are five takeaways from their discussion:
Inspire, Don’t Sell
Teaching and showing consumers something new rather than just selling can be a lot more attractive and exciting. And, even if they don’t take immediate action, this approach gives the consumers an idea that your brand can be a place they can go to for ideas.
Use innovative channels to show off your brand. Share breakthrough stories that touch the senses. "We had a phenomenal Super Bowl spot [TurboTax: “All People Are Tax People”]. That song and then the dance can live on its own,” Balazs said. “The dance was actually pushed through on TikTok and has, at this point and still going, over 1.5 million views with people doing their own dances and choreography. Additionally, we were able just to take the audio and have it as a Spotify ad. It's interesting, sometimes you don't even plan into these things and often when it happens organically, it’s more powerful."
Use Your Platform for Good
Mallard wants to emphasize that the world does not happen online. A modern marketer is a truth-teller. Marketing the core truth and doing good as core objectives are the vehicles for selling a product. Creating a positive change in the world is what marketers of this generation are aiming for.
Personalize at Scale
"We have an open platform and as an example of what that affords is if you are a consumer or self-employed or a small business owner, you have access,” Balazs said. “So you can have, if you need, a live accountant helping you. … That doesn't happen unless you have an open platform. We also have financial institutions that plug into the platform and it is incredibly empowering to our users because it's personalized. And so, I think this is the power of what a global platform affords you."
Mallard believes that being whole-brained, embracing data and creativity and heart and soul are still the recipes for successful marketing.