During this 220th episode of “Marketing Today,” I interview Andrew Hally, the chief marketing officer at Bynder.

On the show today, we talk about personalization and whether it’s the right move for marketers at this time, whether investing in personalization technology is the right thing to be doing, and what consumers really care about. Hally provides lots of valuable advice to other marketers and CMOs.

Hally talks about how we need to bring more balance to the trend of marketing personalization. He predicts that in a few years, “Marketing attention may be beginning to return to our roots in creative and storytelling and the more emotive side of the game.” We discuss the limits and disadvantages of personalization and the potential drawbacks of investing in more personalization capabilities. We come back to the importance of empathizing with your customer and building a long-term relationship. Hally says, “At the end of the day, brands win because of the stories they tell and the way consumers identify with them,” and “Even in this digital day and age, the story probably matters more than anything.” This discussion is about finding balance in our marketing strategies and weighing technological tools with traditional creative approaches.

Highlights from this week’s “Marketing Today”:

  • How a Georgia boy ended up in Boston. 01:14
  • Andrew’s path to Bynder. 02:20
  • All about Bynder. 03:08
  • The trend to deliver more personalization. 03:50
  • Disadvantages of personalized marketing. 05:15
  • Investing in personalization capabilities. 08:05
  • How Andrew thinks about the impact of personalization on consumers. 09:39
  • Advice for marketers on rebalancing. 12:32
  • The role of technology in supporting creative. 14:48
  • Advice for other CMOs. 17:12
  • Andrew shares a defining experience. 18:45
  • Andrew reflects on advice he would give to his younger self. 20:20
  • Andrew shares about an impactful purchase he made in the last 6-12 months. 21:54
  • Are there any brands, companies, or causes that Andrew follows that he thinks other people should take notice of? 23:25
  • Andrew’s take on the top threat facing marketers today. 25:47

Resources Mentioned:

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.