Adtech 2012: "Digital marketers realise content worns out quickly," says Ogilvy's Kent Wertime

The third and last keynote session at ad:tech 2012 was delivered by Kent Wertime, president, Ogilvy & Mather, Japan and Asia-Pacific. In his session, Wertime, touched upon the digital marketing imperative. He started off with explaining how companies that get into digital realise that content gets worn out too quickly, hence

content on digital has to be constantly updated.

He added, "It's high -time we moved social media to the centre of our digital operations and not treat it as a mere add-on tool for various strategies. Wertime maintained that social media is not all about establishing a fan base but about having a business case, a solid one at that.

Concluding the session, he stated, "It is crucial that consumers trust what we are doing, hence it's important not to invade their space so much. There are questions around the use of data available to us, it therefore becomes a marketer's responsibility to take care of consumer's trust."