Oakville’s Yvette A. Elliott won Silver for Thought Leader of the Year at the 2024 Women Changing the World Americas Awards.
Elliott, founder of EMDigital Search & Socials Agency, is recognized for her contributions to marketing technology innovation and leadership.
The Women Changing the World Americas Awards celebrate women driving remarkable success in technology innovation, leadership, and digital transformation.
Elliott's win highlights her impact on technology in the marketing landscape and her dedication to empowering women in STEM fields.
Elliott's work introduces "Platforms" as a crucial addition to the traditional marketing mix model, a concept she developed to address the rapidly evolving digital and AI-driven marketing landscape.
"Platforms are the foundation of our entire digital world," said Elliot. "They are the bedrock on which we build online worlds, interact with the customer base, and facilitate business operations."
Unlike the traditional 4Ps (Product, Price, Place, Promotion), Elliott's "Platforms" framework expands to seven critical areas under a framework C.O.M.M.A.N.D: Content creation, Operations and management, Metrics and reporting, Messaging & communication, Advertising & sales, Nurturing relationships, and Data,
analytics & AI.
This approach addresses the complexities of modern digital marketing, ensuring all aspects of a strategy are aligned and optimized for today’s technological environment.
"In today's business environment, where digital platforms, AI, and marketing technologies are fundamental," Elliot said.
"I'm excited to contribute this innovative idea that's set to redefine marketing mix modeling in the MarTech era. This award not only recognizes personal achievement but also underscores the importance of challenging conventional wisdom in our marketing industry."
Reflecting on the award, Elliott said, "This honor is both humbling and inspiring. It's a testament to the remarkable women I've had the privilege to work with and learn from throughout my career. The exceptional talent recognized in this year's awards motivates me to continue pushing for innovation and inclusivity in our rapidly evolving, tech-driven marketing landscape."
To aspiring marketing technologists, Elliott advises, "Embrace technological challenges as opportunities for growth. Never be afraid to question the status quo and always strive to bring fresh perspectives to the table. Your unique voice and ideas have the power to shape the future of marketing."