The Future of Digital Marketing with Scott Reese

The digital marketing landscape is constantly evolving. It can be challenging to keep pace with the latest trends and best practices. That’s why many businesses partner with agencies that specialize in this area. But what does the future hold for digital marketing agencies? Here’s a look at some trends we believe will shape the industry in the years to come.

The pharmaceutical and healthcare marketing environment has typically lagged 3 to 5 years behind the rest of the pack. The future centers around AI and omnichannel marketing. When speaking about omnichannel, it’s not just about being everywhere at the same time and having a common voice and message; or even about articulating to particular audiences. It’s more about automation and how we use technology. We use digital marketing technologies and AI to automate the way we reach out to audiences, to identify those audiences, and to create interactions with them across channels and devices in a way that is intelligent and intuitive. It’s actually based on data that we collect in real time to make decisions about how we want to reach out to those audiences. It’s a dynamic way of approaching marketing and advertising.

In the next 5 to 10 years, we’re going to see a lot more AI used in marketing. We’re going to see more automation. We’re going to see a greater focus on understanding the audiences that we’re trying to reach and creating interactions with them in dynamic and intelligent ways. So, it’s not just a “one-to-many” communication—rather, it’s a “many-to-one” communication. It’s personalized. It’s relevant. It’s timely. What we see happening in the future of digital marketing agencies is that they will need to be more focused on data and technology and on how to use those tools to create better customer experiences. Agencies will need to become more agile and amenable to change, because the landscape itself is changing so rapidly.

If agencies truly want to make their messaging relevant and engaging, they will need to automate. They will need to learn from and develop relationships with their customers in ways that feel highly personable, even as they aggregate content from across the internet, from known users and known user profiles. In particular, digital marketing agencies will need to focus on using data to:

  • Learn about individual customers and cultivate relationships with them
  • Automate tasks and processes
  • Deliver personalized content at scale
  • Measure results and optimize campaigns in real time

In order to do this, digital marketing agencies will need to invest in data management platforms (DMPs) and customer relationship management (CRM) systems. They’ll also need to build up their capabilities in data analysis and machine learning to deliver amazing customer experiences and produce optimal results from their campaigns.

The more personable that marketing automation can feel to the end customer, the more engaged they will become and the more actively they will respond. It’s going to be about creating those one-to-one relationships at scale that move beyond just the, “Hey, we’re sending you an email because it’s Tuesday.” Our approach is going to be much more engaging than we currently imagine.

Are you ready to embrace the future of digital marketing?

by Scott Reese

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Vice President, Digital Strategy and Customer Engagement

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with experimental media artists and creative technologists to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.


Group Account Director, Digital Solutions

Beth is a successful marketing veteran with 20 years driving groundbreaking omnichannel programs for Fortune 500 companies. She loves to uncover the deeply felt customer insights that bring your brand from ideas to actions. Beth has won multiple industry awards, from Best Website at DTC Pharma Awards to Most Innovative Programs at the Webby Awards.

In her free time, Beth loves to spend time with her niece and nephews, and tries to stay balanced between the gym, the beach and the runway.


Vice President, Technology and Software Development

Jon is responsible for all aspects of product delivery and technology development at blulava. Over the past 25 years, he has built best-in-class, innovative technology solutions for global brands within in the medical communications industry. Jon’s visionary leadership is driven by his passion for helping clients understand their particular business needs.

In his free time, Jon loves exploring different cuisines, listening to music, and traveling. He also enjoys gardening and working on home improvement projects.


Vice President, Digital Strategy and Customer Engagement

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.


Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.


Executive Vice President

Jeff is an insights−driven marketing and communications strategist dedicated to helping companies grow, build brands, and deliver differentiated, multichannel customer experiences. He has served 15+ years on agency leadership teams, where he has headed up communications, strategy, technology, creative, and analytics groups. As a digital marketing veteran, he has helped brands navigate the fascinating and rapid convergence of omnichannel communications and technology.

To unplug, Jeff loves to cook and entertain for family and friends, as well as listen to and live music and travel to concerts.

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