Video interview from ClickZ (by Melanie White). Nothing seems new here (this year) – all about social, data and telling a brand story. See the full video here.
1) John Costello, Dunkin Donuts, “I think this year marketers should really focus on differentiation – why should our customers choose us over everyone else? And, understanding digital, social and your Return on Investment (ROI).
2) Michael Goodman, Campell Soup, “You have to put the consumer first (not just doing social, digital) but being aware what the consumer is interested in, being relevant and having the conversation consumer wants to have not wanted the business owner wants them to have
3) Nancy Newman, Buzzfeed, “Have to go social and mobile has to be a big part of it.”
4) Mari Kim Novak, Ad Club of New York, “I think data is big – understanding the data you have. Understand consumers in a more focused way to give consumers what they want. Data allows us to be better marketers, better storytellers and really bring the brand story to life.”
5) Camille Hackney, Atlantic Records, “Understand how to best use entertainment and celebrity to connect their brand with the consumer.”
6) Matt Weiss, Havas Worldwide. “Same thing people should be thinking about since the beginning of time when it comes to communications; great storytelling, great content that engages your consumers and then translating it so it is meaningful to them in places where they interact and hopefully share.
7) Alvin Bowles, Grab Media, “Most brands should be focused on their connection to their consumers from a really engaging perspective using video, mobile and in contextual relevance – it is really about having a personal conversation with consumers directly to be able to engage individuals in order to attract purchase intent.”
8) Barry Frey, Digital Place-Based Advertising Association, “Marketers should be focused on analytics – in addition to keeping the unity component. We need to keep the ability to craft and tell a story. The story is what connects people – and the data and automation can measure that – a great mix of humanity and automation.”