Darrick Li (Standard Media Index)
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On this episode of Marketing News Canada, Daryl Louie interviews Darrick Li, the Managing Director at SMI.
Darrick is an experienced sales, research, and marketing professional currently holding the role as Managing Director, Canada, at Standard Media Index (SMI). With over 13 years of experience, Darrick is also a part time professor at the Seneca College of Applied Arts and Technology.
SMI is a trusted source of advertising expenditure and pricing data in the marketplace. By capturing actual spend from the world’s largest media buying groups as well as independents, SMI organizes this data to create clear, and easy to use databases for clients.
Canada was one of the hardest hit countries in regards to the pandemic. Canada's economy went down 40 percent, and was also the slowest to begin to grow again. Today Canada is now seeing positive growth economically which is promising for marketers and advertisers.
Darrick’s love for advertising is from his desire to be creative. To him advertising is the fun commercials that everyone loves and the quirks ads that everyone remembers. He wanted to explore his creativity, and that is what led him to study advertising and marketing.
During his studies he gained an in-depth understanding of data. Data is only useful if you know what to do with it. Through studying he was able to learn how to capture data, analyze it and relate it back to clients to draw useful insights from.
Not only does SMI provide data to their customers, they provide insights by breaking the data into useful categories. This is because every customer's needs are different. For example, what is happening in the automotive industry is going to differ from the travel industry, and it can be hard for companies to interpret the data that they receive.
People are always streaming, regardless of what they are doing. In the past 18 months there has been a significant increase in streaming services such as podcasts. Podcasts are becoming one of the most effective ways to communicate with your audience. People are listening to them everywhere from in their home, on their commute to work and their daily walks. Podcasts are becoming more heavily streamed than television, which is significant data to note.
Darricks passion for marketing and entrepreneurship is what makes him such an ideal Managing director for SMI. His love for new technologies and advanced advertising make him an informative professor.
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