The Mars Agency’s Executive Chairman discusses “What Hasn’t Changed About Commerce Marketing.”
Our industry spends a lot of time talking about disruption: in the way shoppers behave, the way brands engage with shoppers, and the way retailers sell to shoppers. And that’s understandable, given all the changes that have occurred in just the last few — let alone the last five decades.
Despite all the changes, however, the fundamental basics that drive success with shoppers have remained the same through the years — along with a number of industry name changes.
To kick off our “Clarity in Commerce” series, we asked Ken Barnett, Executive Chairman of The Mars Agency, to provide his own unique perspective on the recent disruption that has taken place and its impact on the industry.
With more than four decades of global marketing and advertising experience, Ken has built The Mars Agency into one of the most dynamic and respected omnicommerce agencies in the world. He also has a history of founding innovative solution providers, such as ecommerce giant Triad Retail Media, social influencer agency Collective Bias, and leading consumer promotions company PrizeLogic.
Ken has long been on the forefront of martech development, and recently brought forward the Marilyn solution platform (named after his mother, The Mars Agency’s founder) to serve as our analytics backbone.
Listen to part one of our interview with Ken Barnett below.