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CMO, S4/HANA Cloud, SAP
Good digital advertisers are open to exploring the benefits of every channel available to them, but it can be difficult to balance omnichannel practices with individual channel optimization and measurement. Ivo Totev, CMO of SAP’s ERP solution, S/4HANA, spoke with eMarketer’s Jillian Ryan about how the company is addressing this challenge and what channels work best for its needs.
eMarketer: How has your digital advertising strategy changed across channels to meet your audience?
Ivo Totev: In recent years, we’ve moved away from running advertising “campaigns.” A campaign has a start and an end. You have a couple of banners, a white paper and a message on specific channels, and you buy ads that only run for three months. Then you stop and think of what to do next—that’s an old way of thinking.