videos
Editor's Pick
Young Marketers
Carol Phillips talks about millennial marketers. They may not be interested in advertising, but they are interested in all the new tools for marketing such as social media. The young people in the industry will know more about how to market to their generation, and they will make an impact.
Editor's Pick
Relationship with Consumers
Mark Addicks discusses how digital has intensified the relationship with consumers by opening up two-way communication. Digital allows brands to play a role in consumers' lives through apps, direct email, and social networks.
Editor's Pick
Mobile & Intimate
Patrick Moorhead, Director of Mobile Platforms at Draftfcb,explains that a special level of delicacy is necessary when using mobile because of its personal nature. Spam would violate the compact. Consumers are responsive if boundaries are respected.
Editor's Pick
Think like a Publisher
Richard Gerstein, SVP Strategy and Marketing for HP Personal Systems, observes that media companies are now getting into operating systems and technology companies are providing content. New ecosystems are being built. Marketers need to step back and take a holistic view of how to change the way they go to market, not focusing narrowly on winning in a particular medium.
Editor's Pick
Learn from Experience
Bob Thacker, Senior VP of Marketing at OfficeMax, advocates speed in bringing things to market and learning from them. Do not over-think: exploit success and minimize failure. Wisdom is gained from experience.
Editor's Pick
Latino Passion Points
Theresa Inglesias-Solomon, Vice President, Multicultural and Latino for Best Buy, talks about connecting with the passion points in the Latino community. Television is still popular and mobile is more popular than standard computing, so apps such as the World Cup app are helpful to users. Latinos are responsible for 52% of all mobile downloads, so Best Buy has to be there with mobile for the customer.
Editor's Pick
Consumer Involvement Plan
Tonise Paul, CEO of Energy BBDO, describes engaging a brand's existing facebook fans in developing marketing materials for the launch of a new product. This engaged consumers, made them insiders, and generated pent-up demand for the product itself.
Editor's Pick
US Hispanic Trends
Theresa Inglesias-Solomon, , Vice President, Multicultural and Latino for Best Buy, describes the United States as the second-largest Latino market in the world, and says that marketers need to recognize the cross-fertilization of both Anglo and Latin culture. The influence of Latino culture on Anglo culture can be significant.
Editor's Pick
Beyond Sunday Circular
Julie Dexter Berg, EVP/CMO of Supervalu, remarks that a marketing mainstay since 1962 has been the Sunday circular, and people still want it, but it is not an effective brand-building tool. Providing informational content while building the brand would mean using mobile devices for couponing, online comparison shopping, and email.
Editor's Pick
Print to Digital
Michael Arndt, Senior Editor of Bloomberg Business Week, describes the changing face of marketing for BusinessWeek, which ten years ago was primarily a print publication with a separate website. Now the two are combined as a single editorial product with additional functions available for digital such as video. Advertisers do not drive editorial decisions for either platform.
Editor's Pick
Crowdsourcing
Carol Philips, Adjunct Professor of Marketing at University of Notre Dame, talks about experiments in crowd-sourcing, which means inviting consumers to participate in the marketing process. She explains how Mountain Dew crowd-sourced new product development. Experiments in social media marketing also need to focus on ways to monetize efforts and calculate ROI.
Editor's Pick
Understanding Consumers Digitally
Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, discusses using technology to understand consumers. Online panels of bartenders provide resources for understanding changing customer tastes and trends. Social media allows brands to instantly monitor audience reaction to media campaigns.