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Interview An Interview With David Magliano

An Interview With David Magliano

David Magliano was Director of Marketing for London 2012, the 2018 England World Cup bid, and the only person to have won UK Marketer of the Year Twice.

David Magliano

Which areas of marketing do you think are going to demand the highest proportion of marketing budgets over the next 5 years?

I suggest three areas: mobile; data science; and paid-for search (natural search will no longer exist as far as commercial organisations are concerned).

How did you get into corporate speaking?

It started in 1998 when I was a founder of the low cost airline Go. We quickly gained a reputation for outstanding customer service, and people wanted to hear how we did it.

If you were involved in a World Cup bid again, what would you have done differently, if anything?

I would love to be involved in another bid for England to host the FIFA World Cup. But only if Sepp Blatter has gone and FIFA has cleaned up its governance. Then, hopefully, England's bid would be judged on its merits: the quality of football infrastructure, the outstanding commercial potential and our national love of the game.

What do you do to ensure your presentation has a lasting impact?

The secret, in my view, is to establish a powerful emotional connection. You can't beat a good story, well told.

Is it possible for a brand to gain a customer for life after just one interaction with a consumer?

There are few sectors where customers only ever choose one brand and stick with it. Most customers have a repertoire of brands and cycle through them. The notion of a customer for life after just one interaction is fantasy.

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