CEO Today Global Awards 2024 - COUNTRY - - 25 - global infrastructure and experience cloud providers like Adobe, global information, media, technology, video content, and commerce leaders like YouTube, and retailers themselves as those historically known for owning the R&D like Walmart and now Shein will be challenged by those who best leverage strategic partners such as Target. Has there been a recent project you and your team have worked on that was an exciting advancement for the brand and the technology used? AI’s role in democratizing content creation, while preserving the human element of creating experiences based on real people, but without their need to participate beyond a rendering of their physical visual and audible likeness, has been fascinating. These are cutting-edge innovations that will shape the future of commerce. Participating in these investments, the development, and commercialization of assets that have not only never been taken to market, but until recently had also never been conceived at all, are experiences that have enriched my capacity to visualize growth in a different way. Translating that to my teams, digesting their interpretation, and talking about the concepts with analysts, investors, board members, and other entrepreneurs has been a hallmark experience for me as a leader and student of business, which I believe has the capacity to shape industries with the same magnitude. It’s also certainly accelerated my desire to ensure the investments being made into bringing new technologies to life are protected, deployed respectfully, with oversight, and governance, while not risking the potential chilling effects on investment or growth often associated with government regulation. AI will be among the largest and most complex technologies to digest across political, social, cultural, environmental, and economic influences to have existed in the modern age. Finally, What advice would you give to a company that is considering making their website and shopping experience more personalized online but doesn’t know where to start? Keep it simple at the start. The concept of video commerce is really about taking something like a static image or text and making it more authentic, relatable, and real for the customer. It doesn’t need to be more complex than that. If you’re a small business owner, there are tools which will easily allow you to turn the camera on yourself and talk to your consumer base about your business. Why did you start it? Labor of Love? What drives your passion for it? Why do you feel you’re an expert? What makes your product or service unique? Shared thought leadership about the industry your company sits among overall is also important. From a technological perspective, Firework has a product and service suite capable of servicing any size business. The omnichannel marketing thesis around video commerce is that the content should live everywhere: On the digital assets you own, like your website (both desktop and mobile enabled), as well as your app. The app is key, as this is where almost all consumers are making the purchase and high-quality traffic, or monetizable video commerce inventory, is often highest. These assets then have the linked capacity to embed in loyalty programs like email campaigns, across all social ecosystems, into the digital assets of your retail partners, etc. Topically, here are a few additional considerations, which I’d be happy to discuss with anyone so that we find the best means toward engaging, inspiring, and converting your customers for you with the best partner: Reach, Video Production Quality, Content Management Systems (CMS), Social Media Integration, Influencer Partnerships, Interactive Video Features & Retail Media Capacity, In-App & Mobile Optimization, Analytics and Data Tracking, SEO for Video, Personalization Technology Live Streaming Capabilities. All these concepts are important to consider in building a wellinformed strategy.
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