We catch up with chief marketing officer of the ASX-listed pizza maker to discuss about the rising dominance of earned media, using data insight and artificial intelligence to win over consumer, and brand management
With voice-based interaction due to become the major trend of 2018, a new area of focus for Collins is getting up to speed with what this means for the brand. Domino’s has already started embracing voice interactions with DRU Assist, and has strong partnerships with the likes of Google and Facebook.
“We have always been about making things as easy as possible for the consumer in whatever way they want to interact with us,” Collins says, adding that’s also the focus with voice.
“We don’t know how significant it’s going to be yet, but we have good relationships with the businesses investing in this, we’ll learn as we go along. The thing I want to understand more is how it fundamentally changes the way search works.”
It’s also important one new technology doesn’t eliminate the advancements of another, Collins says.
“You don’t want to lose the benefit of other technologies, such as GPS tracker, by adopting a new one. It needs to build on top,” he says. “Consumers will still want to know how far away their pizza is. And some people won’t want to use it. We’ll keep learning about the best ways people want to engage with it and try to make it as easy as possible for them.”
For Collins, the CMO’s role today is working out the best way to tell the story to the consumer, and realising the potential different channels offer in that engagement approach.
“Also it’s demonstrating the ROI on each channel and making each medium more accountable,” Collins adds. “That’s the one thing about online: It’s extremely accountable.”
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