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Senior Vice President, Global Brand and Creative, Dell
While conventional channels like TV and display ads have many advantages for B2B advertisers, emerging channels and targeting tactics are becoming just as essential to their marketing mix. Liz Matthews, senior vice president of global brand and creative at Dell, spoke with eMarketer’s Jillian Ryan about the new tactics that complement the technology company’s media strategy, and what better targeting means for digital ad budgets in the future.
eMarketer: Can you tell us about one of Dell’s recent omnichannel digital advertising campaigns? What worked and what didn’t?
Liz Matthews: We recently launched our “Let’s Make It Real” brand campaign for Dell Technologies, which focuses on how customers are digitally transforming solutions to the world’s biggest problems and fulfilling their most ambitious dreams. We incorporated a connected media strategy through [out-of-home] OOH, TV, cross-screen video, mobile, digital, social, native and search.