Barry Frey Chats with Peter DeLuca of T-Mobile USA
By Barry Frey, September 19th, 2017
Barry Frey, who as President and CEO of DPAA will be hosting the 10th annual Video Everywhere Summit on November 1 in New York City, recently interviewed some of the event’s featured speakers on a variety of topics. Following is his chat with Peter DeLuca, Senior Vice President, Brand Communications, T-Mobile USA.
Barry Frey: What media do you consume on a daily basis?
Peter DeLuca: When you’re in this space, you must consume a lot of media to keep pace. The media I consume daily includes Facebook, Twitter, radio — both traditional and streaming– and TV – both live and on-demand. And I always keep an eye out for OOH media during my commutes to and from work.
Frey: What are the biggest changes you foresee in the world of brand marketing over the next few years?
DeLuca: The world of marketing is shifting to one-to-one, personalized messages at mass-market implementation. While this is the “traditional” direct-to-consumer and/or digital approach, it must be applied to all communications moving forward. The consumer experience will vastly improve as they’ll get the messages they actually need — and not messages that aren’t relevant to them.
Brand marketing was built with mass media, and now that you can personalize mass media it requires a different way of working. Technology and data now play a much larger role, and team skill sets need to continually evolve to truly take advantage of personalization.
