Medtrade preview: Avery Mullins on marketing with intent

DALLAS - Marketing without a clear goal isn’t only ineffective, it’s a misuse of your time, says speaker Avery Mullins. 

Here’s what Mullins, co-owner of Well+Defined, a digital marketing agency based in Fort Worth, Texas, who will be co-hosting the session, “Marketing Leadership Must Dos in 2024,” had to say about the marketing strategies that can help grow your business. 

HME News: What are the latest trends in digital marketing? 

Avery Mullins: Videos are a powerful tool and serve many purposes, such as educating an audience or promoting a service. Incorporating videos is effective because they can implement storytelling, which fosters trust and drives conversions. Today's online audiences also seek convenient interactions with digital media, driven by a growing demand for instant gratification. This trend toward quick and easy digital consumption is seen in innovations like QR codes and AI. In addition, authentic brands are proving to be highly effective in digital marketing, as exemplified by personable TikTok videos and influencer marketing. When an audience can create an emotional connection with your business, it increases the overall value of your brand. 

HME: How will AI influence marketing efforts? 

Mullins: AI will influence marketing efforts in many ways, both positive and negative. AI assists in content development and precise audience targeting; however, there's a risk of reduced authenticity in digital marketing as AI advances. Staying informed and proactive is crucial to navigate its influence. 

HME: What areas can providers improve on? 

Mullins: Providers must have a functional, mobile-friendly website and social media presence to stay competitive. Secondly, there is an opportunity for improvement in the realm of brand identity. This involves refining messaging to adopt a more customer-centric approach and updating visual elements such as logos, graphics and print material. A cohesive and well-defined brand identity is crucial for making a strong impression and fostering business growth. 

The details 

When: Wednesday, March 27, 1:00 PM - 2:00 PM 

Where: Room: D171/173