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Marketing vs digital fatigue – Lessons from a global marketing leader

On episode four of the Programmable World podcast, host Dan Ilett, managing partner at Tollejo, interviews Irene Sandler, VP of marketing for Cognizant


Here are her three key takeaway points:


Finding opportunity in uncertainty

“The pandemic was a surreal time,” said Irene. “Uncertainty actually has a flip side, which is that it releases your imagination. It creates a lot of space for creative thinking. There are more opportunities to reimagine the status quo.”


The pandemic pushed many of us to tap into our imagination, explore new ideas and be open to new ways of living – providing the space for creative thinking. For those who were able to seize the opportunity, the pandemic was a catalyst for new and innovative solutions. 


Battling Digital fatigue

Following her point on the creativity bred by the pandemic, Irene warned, “In the B2B space especially, talking to your target audience has changed in the sense that to really stand out from the crowd it’s not enough to be authentic. Your message also needs to be incredibly tailored.” 


In B2B, where the pressure to remain competitive is so high, the stress of digital fatigue has made it harder for companies to keep up. A McKinsey study found that five years ago in B2B, customers experienced around 5 touch points whereas post-pandemic they experience as many as 10.


“The companies that can’t make that transition will get left behind. Saying meaningful stuff to the right audience at the right time has been valid in the past, but it’s becoming even more critical as attention spans wane and buying groups become larger.”


Striking a balance between status intelligence and ego

Another important insight Irene shares is her view on status intelligence, and how in business we must recognise it to drive performance.


Irene defines status intelligence as “The ability to understand the dynamics between different individuals in different groups.” Status intelligence involves a deep understanding of the dynamics at play in an organisation and it can be critical to making strategic decisions and building relationships.


However, as Irene points out, ego can come into play when thinking about status intelligence. “Status intelligence is a neutral skill, it’s how you apply it that determines whether it’s beneficial or not.” 


She emphasises that it’s how we use it that determines whether its impact is good or bad. But ultimately, leadership mindsets are key in ensuring status intelligence is used for improvement.


You can click here to listen to the episode on our YouTube.

You can stay tuned to the Programmable World podcast by following our website or our other listening platforms.

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