DIGITAL WORLD
S
PatouNuytemans speaks toMarketingAgeabout howour newvirtual society is forcing brands to rethink howthey interact with consumers online
potting digital trends and analysing how brands need to respond to these to better engage con- sumers is one of Patou Nuytemans’ key roles in her position as EAME chief digital officer at Ogilvy Group. Based in London, she’s been in the newly created job for a little over a year, having previ- ously been digital director at Ogilvy where she has now spent 14 years.
In advance of her address to the National Marketing Conference
in November, she spoke to Marketing Age about what she sees as the virtual society and the consumer behaviours shaped by this. “I’m certainly not the only one to do so but I like to refer to this
notion of the virtual society,” she says. “A lot of things have obvi- ously happened in human history but it’s always been about us getting closer to each other, from being individual hunters, to vil- lages, and then cities and nations, and coming closer together. And the digital uptake just accelerates this to a place where phys- ical boundaries are disappearing and allowing everybody, any- where, anytime to connect and interact. “I don’t think that is anything new. Everyone knows that the dig-
ital uptake is big but to understand that it’s a real societal trend and is impacting on how people think and behave is vital. Lots of clients today ask about Facebook. That’s obviously huge and we should definitely talk about it, but there is something beyond just Facebook. It’s an indicator of the fact that people today constantly share, connect and interact every moment and thought. That’s just a whole new paradigm for brands to take into account.”
Volume 4 Issue 3 2010 Marketing Age 29
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