Amy Williams
Founder and CEO at Good-Loop
Website Address: https://good-loop.com/
On “Marketing for Your Future,” our host speaks with experts within the marketing community about the future of the marketing industry. This week our host speaks with Amy Williams from Good-Loop. To learn more check out https://good-loop.com/.
What is the biggest change in marketing that you see coming in the next 2 years?
The pandemic has dispersed and detached us all. We’re moving out of cities, we’re moving away from linear TV and we’re increasingly less reliant on mass transit. Our ‘bubbles’ are getting smaller and many of the traditional channels brands would use for broad reach are declining in relevance. This will force brands to shift towards more personal, more one-to-one communication channels and in those channels consumers expect brands to talk about the issues and topics that matter to them. Aligning to the social, political and environmental values of your consumers is growing ever more important as we become more divided, more polarised and more socially active.
What is one tip that you would give when it comes to digital marketing?
Be respectful to your consumer and consider the experience that your brand delivers to them online. Don’t force views, don’t interrupt the flow of an article, don’t follow people around the internet without their permission. If your creative is what your brand says then your media is what you does – so consider how your digital media buying can reflect, and hold true to, your company values.
What is something in your career that you learned from by making a mistake?
Oh I’ve made soooo many mistakes over the past five years of building this business, but the big lesson I’ve learned along the way is to be honest when mistakes happen. I’ve had to have some very difficult conversations with unhappy customers, team members and / or investors. But in the long term, those are now some of my strongest relationships, because through those tough times I was honest with them, I owned up to mistakes and I was transparent about the solutions – and that approach has established an unshakable foundation of trust and respect which we can now both lean on.
