The first episode of Marketing Dividends presented by AANA on Sky News Business features Mark Reinke, Suncorp Group’s, Group Executive – Customer, Data and Marketing, who says the most fundamental change in marketing has been its shift from ‘an interruption model’ to ‘creating experiences’.

Mr Reinke discusses the need for marketing to create authentic experiences and the use of real time data as a marketer’s most powerful tool.

“Yesterday was much more around communications, it was more of an interruption model. We were there to get the attention of customers and try and sell to them. Tomorrow is different, what we are trying to do is solve customer’s problems, to create experiences that are authentic,” Mr Reinke said.

Mr Reinke also said that real time data is the most valuable weapon in the marketer’s armoury: “The biggest difference is data. Data is the raw material for growth, it allows us to build new customer experiences, it allows us to understand in real-time where the growth is. Data allows us to take enormous complexity and simplify it.”

Marketing Dividends is a joint initiative between the Association of National Advertisers (AANA) and MEC Global. The series has been produced in partnership with MCN and Sky News.

Watch more episodes of Marketing Dividends and subscribe to the AANA YouTube Channel.