Marketing Today with Alan Hart
Business:Marketing
Matt Lattman is an avid traveler and serves as the Senior Vice President for Card Acquisition Marketing at Discover. Prior to Discover, Matt was Chief Marketing Officer at Zero Financial, a financial technology startup. He also spent six years at Capital One in various roles, most recently as Head of Acquisition Marketing for their Consumer Bank. He joined Discover in 2019 as VP of Marketing, Pricing, and Product Strategy in Personal Loans. With his start date being just 4 months before the pandemic, Matt quickly got to see firsthand how Discover helps its customers through hard times, meets their needs, and keeps empathy at the core of the brand and operations. Now, he is working to optimize the discovery of Discover through the journey of customers getting their cards, both through cross-selling and net new acquisitions, to ensure people find the products that are right for them.
In this episode, Alan and Matt discuss how he conceptualizes Acquisition Marketing at Discover, the critical aspects of getting Acquisition Marketing right, where creative excellence and storytelling fit into the picture, and the benefits and challenges of marketing a highly recognizable brand. Matt tells us Discover has "midwestern values" and places its customers first in business conversations. When it comes to getting Acquisition Marketing right, knowing what a bad outcome is is essential to narrowing down the target audience. Yes, it is important to understand your ideal customer, but understanding the consumers who don't want or can't have your product is the key to driving down acquisition costs. Matt's goal in marketing is to make the advertisement feel like a letter from the brand to the consumer, and the only way to accomplish that is to truly understand who the consumer is. Matt and Alan also talk about the future of AI in generating creative and the soul that is missing when using this kind of technology to create powerful messaging.
In this episode, you'll learn:
Key Highlights:
Resources Mentioned:
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
402: How CommonSpirit Health delivers on an emotional brand promise with Mark Viden, SVP of Brand
401: Movado Group is Building Brand Loyalty with New Generations, with President and SVP of E-Commerce Margot Grinberg
400: How the New York Sports Club is Rebuilding Post-Pandemic with Kari Saitowitz, Chief Marketing and Creative Officer
399: How First Watch Uses Business Constraints as Benefits with Chief Brand Officer Matt Eisenacher
398: Kraken and Crypto are Entering the Next Phase with CMO Mayur Gupta
397: Ricoh Knows Happy Employees Lead to Happy Customers with CMO Lauren Sallata
396: How ICE is Rebranding and Acquiring while Maintaining Brand Equity with CMO Stephanie Dobbs Brown
395: What is Nespresso Brewing Up for Gen Z? With Jessica Padula, VP of Marketing and Interim VP of Sustainability
394: How Topgolf is Making the Game More Accessible with Geoff Cottrill, Chief Brand Officer
393: Kaseya is Leveraging Brand Recognition from Arena Naming Rights with CMO Mike Sanders
392: Has Your Brand Been Friend Zoned? How to Tell and How to Get Out of It with Author Doug Zarkin
391: Marketing and CX are Two Sides of the Same Coin with Nicholas Zeisler and Muriel Lotto, Fractional CXO and CMO, respectively
390: Munchkin is Using Innovation as a Competitive Advantage - VP of Marketing, Kristin Pagano
389: Brevo is Adapting, Rebranding, and Expanding with Global CMO, Isabelle Guis
388: Marketing Architects has a Better Way to Do TV Advertising - CEO, Angela Voss
387: Wendy’s is a Challenger Brand with Spicy Nuggs and Spicier Posts - CMO, Carl Loredo
386: Take a Calculated Risk and Have Some Fun with Aron North, CMO of Mint Mobile
385: Consumer-Focused Product Development and Go-To-Market Strategy with Stacey Andrade-Wells, VP of Marketing at Liquid I.V.
384: Evolving Your Marketing in The Metaverse with Yon Raz-Fridman, Founder and CEO at Supersocial
383: How to Drive Transformation and Use Data Wisely with Brigitte King, Chief Digital Officer at Colgate-Palmolive
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
MarTech Podcast ™ // Marketing + Technology = Business Growth