videos
Editor's Pick
Target the Objective
Beth Comstock, CMO of General Electric, advises marketers to shape digital experiments around specific needs and particular questions. Define the challenge, then think about how digital can help you address it.
Editor's Pick
Social & GPS
Mark Harland, Regional Marketing Manager for General Motors, describes the future of social media as closely linked to GPS technology. Marketing is becoming more temporally customized and location-specific. A rapid evolution is underway.
Editor's Pick
Value of Video
Jeff Lavers, VP General Manager at 3M, describes the value of video for developing and maintaining customer relationships. Technical services can use video in real time to resolve problems. Video can be an economical way to engage small customers.
Editor's Pick
B2B Analytics
Bruce Bergwall, Vice President Business Development for CompareNetworks, Inc., explains that B2B marketers are looking carefully at analytics. The Internet has increased the amount of data avialable.
Editor's Pick
Mobile Health Records
Atul Vohra, VP Marketing at Dell, describes the value of mobile health-care applications. Having health information at all points improves health outcomes.
Editor's Pick
Contextual Marketing
Rick Zuroweste, SVP and CMO of Dean Foods Company, attributes the changing face of marketing to the multiple touch-points available for reaching consumers. Consumers are always moving so it is no longer possible to reach them with a single channel. However, technology facilitates context-appropriate communications.
Editor's Pick
Interest & Consideration
Nick Bell, Director of Campaign Marketing at Adobe Systems, talks about spending most of his budget in the interest/consideration category. Loyal customers become evangelists for the brand, so the brand is known by the company it keeps.
Editor's Pick
Bags Fly Free
Anne Murray, Director of Integrated Marketing at Southwest Airlines, believes that innovation is the marketer's responsibility. The "bags fly free" program was a risk because it was the opposite of what the industry was doing. Building market share takes time and commitment, and it would have been a mistake to be impatient and look for results too soon.
Editor's Pick
Mobile Travel Information
Julie Cary, EVP and CMO of La Quinta Inns and Suites, discusses how La Quinta customers use mobile, noting that they don't necessarily use it to make reservations. They use it as an informational tool rather than a transactional tool. Applications will evolve as we better understand how customers want to use mobile.
Editor's Pick
Outside-In Thinking
Mike Glenn, EVP, Market Development & Corporate Communications for FedEx, talks about competing globally by understanding customers in other cultures. Marketers need the flexibility to adapt to local conditions.
Editor's Pick
YouTube Business
Ellis Booker, Editor in Chief for B2B Magazine, cites the surprising number of business search terms used on YouTube as evidence that video is an important B2B marketing tool. Video is more instructive than reading for understanding new concepts and processes.
Editor's Pick
Digital B2B
Ellis Booker, Editor in Chief for B2B Magazine, explains that the possibilities presented by digital communication are fueling changes in B2B marketing. However, not all B2B marketers are taking full advantage of their listening capabilities.