Deborah Wahl, VP sénior y CMO de McDonald's
Deborah Wahl, SVP and CMO at McDonald’s, explains that in the restaurant chain they are redefining marketing, so they have centered all their attention on listening to consumers and their demands. “Consumers don’t want brands to speak for them, but through them. That relation is much closer than it was before.” She adds that it is important to pay attention to consumers because they are advance regarding information and decision-making. Amidst the 2016 Interactive Advertising Bureau (IAB) MIXX conference, Wahl points out that the architecture of agencies was designed under six fundamental aspects: peoples assets; behavior prediction; speaking with a single, unified voice; response speed; way of access and effectiveness on perception and how you respond to clients. All this allows agencies to predict consumers’ behavior. “The context, together with location offer the occasion to redefine marketing in an agile, fluent manner and in real time.”Placing consumers in the center requires a lot of changes and McDonald’s digital, social and mobile are being redefined, states the Executive. “Digital is defined as the tools, technologies and techniques that allow observation, interaction and distribution. Mobile is the engine for the connection through occasion.”
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