videos
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
Patent Expirations
Robert Brown of Eli Lilly & Co. explains that the biggest challenge faced by pharmaceutical marketing in 2011 is the expiration of patents. The marketing paradigm is shifting from big blockbusters to smaller-scale products and more targeted audiences. Digital lends itself well to that paradigm of marketing.
Editor's Pick
Customers Need Answers
Joshua Palau, VP Search Engine Marketing at Razorfish, explains that health marketing should provide useful information. For example, if a person performs a search as the result of a diagnosis, the first thing they receive should not be a sales pitch. The first thing they should receive is an answer to their question.
Editor's Pick
Analysis Paralysis
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, recommends practicing selective analytics to avoid falling prey to analysis paralysis. Remain flexible: people who grow up in industries with strong verticals know what works until there is a disruptive factor. At that point, learn best practices from other industries.
Editor's Pick
Consumers are Editors
Brian France, CEO and Chairman at NASCAR, believes that marketers need to organize an approach around the fact that consumers have become the editors and directors of their own content.
Editor's Pick
Subway Spokepersons
Tony Pace, CMO of Subway, describes potentially exciting marketing opportunities. Subway works with famous fans of Subway who have a following in the social media space. Using them in ads and social media will be a major effort in 2011.
Editor's Pick
Mobile is Personal
Joel Lunenfeld, CEO of Moxie Interactive, believes that mobile will remain a transactional tool and a branding tool. A phone is personal, so a marketer has to be careful when sending a a direct offer or a message to inspire.
Editor's Pick
ROI & Sponsorship
Dan Griffis of NASCAR, points out that marketers have moved away from sponsorship because ROI has been harder to prove. Griffis has had to work harder to develop ROI models that make sense.
Editor's Pick
Vocabulary for Health
Robert Brown, CMO of Eli Lilly and Co., says that health advertising is helpful because sometimes people don't have the vocabulary to communicate what is going on with their health. Advertising can help focus awareness and expedite the conversation between a patient and doctor.
Editor's Pick
HBO / Rear Window
Brian DiLorenzo, Director of Integrated Production at BBDO, talks about a successfully integrated campaign to promote the HBO brand. He describes the innovative use of film projection in Manhattan to draw attention and interest.
Editor's Pick
Digital Ad Innovation
Dave Martin, Head of Media at Ignited, talks about innovations in digital advertising. Charging on a cost per video completed allows a brand to advertise on a PRT basis with guaranteed reach, because the consumer must watch the entire ad. Local search and local check-in are also interesting innovations.
Editor's Pick
Youth NASCAR
Mike Waltrip, owner of Mike Waltrip NASCAR Racing Team, explains the need to extend NASCAR to the younger demographic. The races can be too long to hold their attention.