videos
Hyper-Locality
Julie Dexter Berg, EVP/CMO of Supervalu, describes the challenges of branding in a broad middle market with niche markets one one side and large retailers like Wal-Mart on the other. Supervalu competes as a hyper-local business, which necessitates deep knowledge about the needs of local customers.
Focus on Measurement
Dennis Cary, CMO/SVP of Bally Total Fitness, believes the changing face of marketing is fueled by the changing media landscape and the economic downturn. Marketers used to be credited with success when when a brand achieved growth; now the focus is on measurement and accountability.
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Search Zero Moment
Mark Addicks, SVP & CMO of General Mills, describes General Mills' attempts to impact the pre-shopping "zero moment of truth." Search is important to get into consideration.
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Cautious with Mobile
Kim Feil, CMO of Walgreens, recommends being cautious and thoughtful in the use of mobile marketing. if real-time intrusion is not deeply relevant, it can damage the relationship.
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Rebate Choices
Juli Spottiswood, CEO of Parago Agency, describes how rebate programs have innovated by allowing the consumer to choose how the rebate will be received. Store credit, cash, prepaid visa cards, and complimentary products are all possibilities, and consumers prefer to choose.
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Mobile Acceleration, Caution
Harit Talwar, President of US Cards at Discover Financial Services, explains that there is more activity in online and mobile channels for Discover in a month than there are through traditional call centers in a year. Online makes it possible to offer experiences and products which are not possible in the offline world. The potential for mobile is huge, but if marketers use mobile as a push channel and overload the consumer, the opportunity will be lost.
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Global Digital
John Parker, CMO of Zurich Financial, describes his company's highly successful shift away from a classic broadcast approach toward targeted digital marketing. The global Zurich Financial Help brand crosses cultures, and digital campaigns have targeted market segments from individual consumers to particular industries.
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Emotional Intelligence
Lisa Donohue, CEO of Starcom, describes Emotional intelligence (EQ) research for understanding the emotional need states behind consumers' media channel selections. In addition, Starcom is developing global listening communities to field questions in real time about consumer motivations.
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Hispanic Media Use
Dennis Cary, CMO/SVP of Bally Total Fitness, describes changes in media use by Hispanics as comparable to media use changes in the general population. Understanding how Hispanics switch between Spanish-language and English-language media is valuable.
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Holistic Creativity
Tonise Paul, CEO of Energy BBDO, describes holistic creativity as working with ideas that emanate from what the brand means to people. It means engaging customers and being the brand that innovates the customer's experience with the category.
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Scrutiny of Results
Kim Feil, CMO of Walgreens, believes that the changing face of marketing is characterized by more scrutiny of marketing results, in terms of both long- and short-term impact.
Editor's Pick
Invite, Engage, Serve
Theresa Inglesias-Solomon, Vice President, Multicultural and Latino for Best Buy, explains that Best Buy's strategy for engaging the Latino community is reflected in its focus on integrating all the stores into their local communities. Local sales staff are empowered to tell corporate what is needed to help customers. Providing bilingual support is important.