videos
Editor's Pick
Consumer Testimonials
Liz Cahill, VP of Marketing for Lee Jeans, discusses a recent trend that uses consumer testimonials. Marketers have to be careful not to cross the line into overproduced and inauthentic. Consumers will know if actors are being used.
Editor's Pick
Integrated Task Force
Troy Young, President of Say Media, advises marketers to build a cross-discipline team of people who can create content and respond at the speed of culture.Marketing needs to be reorganized; people who used to be in separate departments should act as an integrated task force.
Editor's Pick
Levi's
Andy Murray, CEO of Saatchi & Saatchi X, admired the Levi's campaign with the pop-up shops in San Francisco, where fans could design and customize jeans. This approach engages people.
Editor's Pick
Who Gets Digital
Russ Klein, Former President of Global Marketing of Burger King, explains that Google and Facebook are at the forefront of the digital marketing terrain, and some traditional organizations like Procter & Gamble have used digital well. Those who have succeeded with digital have used it appropriately and have provided value to the consumer.
Editor's Pick
Define Success
Seth Levine, VP and Director at One to One Health, explains that to maximize ROI on digital marketing dollars, a marketer must first describe what success looks like. While a prescription drug purchase cannot be directly linked to a website visit, some other proxy for a sale or other high-value action must be identified. Make sure that everyone is in agreement as to the value of this measurement at the front end in order to avoid uncertainty about performance at the back end.
Editor's Pick
Disease Awareness
Robert Brown, CMO of Eli Lilly and Co., explains that digital facilitates connections with customers at several levels. If a TV commercial sparks awareness, people are likely to go online and search. But the information must be integrated, and be findable by patients at different stages of disease awareness.
Editor's Pick
Consumers Lead Digital
Barry Wacksman, Chief Growth Officer of R/GA, believes that with the exception of Apple, most marketers are being led by the consumer. This is the opposite of the analog age, when advertisers effectively used television to drive consumption.
Editor's Pick
Blend Channels
Meredith Hanrahan, CMO of Cheapflights, talks about blending off- and on-line. Radio raises awareness, and optimized search drives consumers to the website, where transactions can take place. A careful blending of channels minimizes the cost of acquisition and maximizes ROI.
Editor's Pick
No Hand Holding
Ravi Rao, CEO of Media Market Group Worldwide, talks about why travelers have become less loyal. It is partly because of the nature of online booking, and the fact that travel planning has become so impersonal. There are benefits to travelers from online booking, but in the future travel marketers need to make the process more personal.
Editor's Pick
Search Everywhere
Joshua Palau, VP Search Engine Marketing at Razorfish, advises marketers to understand that search is tied in with other media like television and print. assets. Integrate the message, break down the silos and work across them all.
Editor's Pick
Proctor & Gamble
Werner Domittner,, Global Head of Customer Marketing at Diageo, admired the Procter & Gamble "moms" ad campaign during the Olympics that featured ten or twelve different P&G brands.
Editor's Pick
Hydroponic Letters
Rosemarie Ryan, Co-Founder of Cocollective, describes Subway's innovative campaign in Japan. Freshness is a large part of their brand, and they had hydroponic letters growing in the store.