videos
Editor's Pick
Use Less Money
Joe Killian, SVP of Music and Branded Entertainment at Momentum Agency, advises marketers that social media costs less money. Episodic webisodes are effective. Maximize the budget to touch more people in more compelling ways.
Editor's Pick
Benefits of Digital
Kate Sirkin, Head of Research at Starcom MediaVest Group, believes that digital information offers opportunities for her clients to engage effectively with consumers. Travel is quickly and efficiently researched and booked online, and mobile is critical for retail shopping.
Editor's Pick
Budget Flexibility: Search
Joseph Cowan, Partner and Senior Search Strategist at MEC Global, advises marketers to remember that people will search in response to other marketing touch-points such as television. A flexible budget allows the search program to adjust to an unexpected spike in interest, positive or negative.
Editor's Pick
Innovation Across Channels
Chuck Sullivan, SVP of Global Online Services at Hilton, describes innovation in marketing as: being the first to take messages across channels; exploiting technology by taking a fresh view of apps; and developing connections across channels by building a common community across networking and search sites.
Editor's Pick
Nike, Apple, Pandora
Kamel Ouadi, Head of Digital for Louis Vuitton, explains that his benchmarks for marketing are Nike and Apple. In each, digital has become a key component of the brand. Pandora.com is admirable for understanding early on how to leverage personalization and customization.
Editor's Pick
Fringe Innovation
Andy Murray, CEO of Saatchi & Saatchi X, believes that marketing innovation can occur on the fringes, and not necessarily in the U.S. For example, mobile phones in Korea and Japan are integral to the branding process. Murray describes a Japanese app that charts the supply chain of a particular product.
Editor's Pick
Measuring Efficacy
Bob Kupbens, VP of ecommerce for Delta Airlines, describes currently useful data as the clickpath within the site, the utilization of mobile services, and efficiency data from airport services such as kiosks. Because the goal is to make travel as easy as possible, measuring customer satisfaction with each feature of the purchase path and product experience is important.
Editor's Pick
Trends: Convergence
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, predicts that global convergence of branding messages across regions will become necessary. Channel convergence will accelerate because of the exponential growth in technology. Differentiating brands will become more important as cost-cutting abates.
Editor's Pick
Storytelling
Nick Law, Chief Creative Officer of R/GA, argues that because they are adding services in an effort to transcend the commodity, products are becoming more complex. The marketing industry needs to move from big anthemic ads to smaller stories about a product. Instead of having people feel good about a brand for thirty seconds, have them join in a behavior you have created.
Editor's Pick
Mobile: Ultimate Connector
Nigel Morris, CEO of Aegis Media, describes mobile as the ultimate connector medium. Geotargeting opportunities and apps should be interlinked in an overall brand program. Marketers must understand how consumers use mobile in conjunction with TV, live events, and search.
Editor's Pick
Mass Addressability
Joel Lunenfeld, CEO of Moxie Interactive, explains that digital marketing provides a much better sense of what people are thinking, where they are, what they want, and what they already have. Marketing needs the skill set to develop addressability at scale. The advent of advanced metrics and location-based marketing is advancing these goals
Editor's Pick
Partner with Regulators
Joseph Cowan, Partner and Senior Search Strategist at MEC Global, explains the problem with risk-taking in health marketing. Marketing needs to engage the FDA more closely in beta testing of new marketing platforms. The FDA and the industry need to engage as partners, not antagonists.