Restaurants / videos
A majority of diners - 70% of them in fact - use the internet to plan where to eat. From reviews to directions to nutritional info, consumers are turning to the internet to become informed prior to purchase. Interestingly, we also see that 30% of restaurant queries are coming from mobile searches, indicating that consumers have a need for on-the-go information. Are marketers prepared?
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
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.
Editor's Pick
Relevant vs. Possible
Russ Klein, Former President of Global Marketing of Burger King, believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out what the consumer considers relevant for that device.
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.
Integrating Messages: Subway & Biggest Loser Example
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about the importance of integrating messages across media. He discusses Subway, and their partnership with The Biggest Loser, as an example of unique integration with content.