videos
Editor's Pick
Groundswell of Understanding
Bill Ogle, CMO of Motorola Mobility, says that, like Gatorade, Motorola has begun to mine the totality of conversations about the brand across the Internet. Ogle describes how anger about certain products was handled by listening to customers and using social media to address concerns.
Editor's Pick
The Fog
Andy Berndt, VP of Google's Creative Lab, describes the power of a good idea as the simple execution of an insight or truth. Unfortunately, much of the time people slip into "the fog" between the simplicity of the insight and the precision of the execution.
Editor's Pick
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. However, not all marketing insights are rational.
Editor's Pick
Feedback & Customization
Robbie Traube, VP of Internet Strategy and Marketing for Omniture/Adobe, looks to the customer to create solutions for their particular problems. More feedback channels, such as social, allow customers to expect a bigger voice and more customized products.
Editor's Pick
Marketing Benefits Consumer
Andy Berndt from Google's Creative Labs argues that the opportunity to bring value to customers has never been greater. Digital reduces the cost of experimentation and lowers the cost of failure. Marketing today allows the accrual of greater benefits to the consumer.
Editor's Pick
Launches & Premieres
Bill Ogle, CMO of Motorola Mobility, explains that because the life cycle of a phone is becoming shorter, new phone launches must be like movie premieres. Launches must create massive awareness quickly.
The Smart Shopper: Always Mobile
Smartphones are the new personal shopper. They allow consumers to dig deeper at the moment of relevance.
The Smart Shopper: Constantly Connected
The Smart Shopper is constantly connected and values online information. He/she researches online then shops in-store, and uses a smartphone while shopping.
Stimulating Conversation
Rob Brosnan, Senior Director of Strategic Marketing of Seton hall University, discusses his organization's use of social media for marketing. While apps were too expensive, and ads were forgettable, stimulating conversation on webpages contributed to an 18% increase in class size. Engaging people with each other stimulated interest.
Editor's Pick
Regional & Personal
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, discusses the importance of personalized, relevant communication. Part of the My Macy's effort is to be local and relevant by region. The website will be customized according to customer preferences as expressed in searches and purchases.
Editor's Pick
Believe Campaign
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, and will take place again.
Editor's Pick
Target & Engage
Cynthia Ricciardi, VP of Customer Relationship Management at Sirius XM Satellite Radio, discusses the importance of email for a subscription-based business and the need to leverage advocacy among highly satisfied customers. Sirius subscribers love to talk about the product, and the company needs to unleash that power to recruit and guide new customers.