In this episode of Deal Talk with 7MA host Ariail Siggins discusses research produced by 7 Mile Advisors examining trends in the digital marketing space of our consumer practice. Ariail is joined by the head of 7 Mile’s consumer practice, Mark Landry and associate Sydney Larese, both of whom contributed to the research.

Sydney discusses the effects of digital marketing on consumer's desires and expectations (4:18), how consumers are coming out as the big winners in modern day digital marketing (9:32), and the impact of digital marketing on the M&A activity of companies. (11:15)

Sydney then switches gears to talk about how digital marketing is affecting the work of traditional marketing agencies. (13:13) Sydney finally talks about how consumer companies can no longer afford to neglect digital marketing and how the millennial generation thinks about digital marketing. (15:15)

If you are interested in trends in the digital marketing space through the lens of consumer companies and how these trends affect the M&A space, this conversation is for you. You can view the research discussed in this podcast by reading Sydney’s white paper entitled Consumer Marketing Landscape (https://www.7mileadvisors.com/industry-research/whitepapers/). If you have any questions for Sydney or Mark or just want to dive a little bit deeper, Sydney can be reached at [email protected] and Mark can be reached at [email protected].

Quotes:

Sydney on how the Amazon Effect is changing consumers desire to acquire more information before making a purchase:

“I think a big value add that consumers are looking for are they want to know as much product information as possible before they actually end up purchasing it.” (05:27)

Mark on how he sees digital marketing affecting the M&A activity of larger consumer products companies:

“Consumer products businesses are starting to buy up these digital start-ups to hopefully just learn from them and understand how they're getting proximity with the consumer in this whole digital ecosystem.” (15:13)

Links to research and mergers mentioned in this episode:

* Consumer Marketing Landscape Research (https://www.7mileadvisors.com/industry-research/whitepapers/)

* Zodiac acquired by Nike (https://www.zdnet.com/article/nikes-purchase-of-analytics-firm-zodiac-highlights-focus-on-customer-lifetime-value/): (12:02)

* McDonald's acquires Dynamic Yield (https://www.wired.com/story/mcdonalds-big-data-dynamic-yield-acquisition/) (12:24)

* IPG acquires Axiom (https://www.acxiom.com/news/acxiom-marketing-solutions-joins-ipg-family-of-companies/) (13:55)

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Have topics you want to hear about? Email Ariail with your suggestions or questions at [email protected] (mailto:[email protected])

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