Thanks for all the positive feedback regarding our recently launched
- What is one marketing topic that is most important to you as an innovator?
- Why is this so important?
- How will the customer experience be improved by this?
- How will this improve the effectiveness of marketing?
Spyro Kourtis is President/CEO of HackerAgency, a global digital/direct marketing agency with expertise across all media channels and a focus on the metrics that matter. Clients include Coca-Cola, Volkswagen, One Medical Group, Essence Healthcare, Hyatt and Microsoft. Spyro spearheaded the movement that brought the agency to the point where it synergistically uses and optimizes all digital and traditional media to achieve superior ROI for its clients.
When not at work, Spyro is involved with the local community, including Family Law CASA and Gilda's Club.
1. What is one marketing topic that is most important to you as an innovator?
I want to achieve a more holistic understanding of how marketing communications drive ROI.
2. Why is this so important?
Many marketers are still looking at ROI in linear terms: send mail, respond by phone, measure sales, etc.. But with the technologies at our – and consumers – disposal, that linear model fails to account for the impact of other touch points.
Until recently, many interactions were not visible to the marketer, they were conversations between two people with no opportunity to track, guide, inform or influence. Now, that reality has changed significantly. With the growth of social and explosion of mobile, many of these interactions are now visible to marketers, so it is easier to guide and help the consumer.
Is this immersive path more effective? Yes. But it's also, admittedly, more challenging to measure.
3. How will the customer experience be improved by this?
Here's the great thing: More customer-centric marketing communications mean greater ROI for the marketer, a more valuable experience for the consumer, and a more fulfilled agency staff because they see their work perform better. Now that's a win-win-win!
What is your favorite activity outside of work?
I spend my free time with family. Travel, food and tennis are my vices.