Leading edge marketers and agency leaders agree advances in new, disruptive marketing technologies have created new global media and marketing experiments as marketers race to infuse digital media and mobile commerce into their arsenal of marketing programs.
“Mobile is the first screen, the screen of today,” according to Bob Bowman, CEO of MLB Advanced Media. Mobile is Word of Mouth on steroids, and for MLB over 50% of their traffic is mobile and they expect 80-90% of traffic via mobile devices within 2 years. We have one chance to WOW people says Bowman…which has led MLB to focus heavily on “fan engagement” using sophisticated analytic tools and mobile apps to enable fans to transact, as well as share their experiences real-time.
Russell Wallach, President Live Nation Media & Sponsorship, indicated Live Nation is using their scale (22,000 live events) to “rewrite the rules” in entertainment marketing and media by increasing their brand advertiser’s ties with audiences. “Eighty percent (80%) of our customers use phones to engage with social media via Twitter, take/share pictures during events, as well as buy tickets. We are focused on creating “active social audiences” vs. “passive enjoyers.”
Some brands, including Bud Lite, have the scale to enable them to create/own their properties/events. Paul Chibe, VP Marketing at Anheuser-Busch described Bud Lite’s “Made in America Festival” where the brand sponsored 50 shows in 50 states in one day…integrating television commercials and social media led by their endorsement spokesperson, Jay-Z. This is the type of social currency and buzz factor BudLite needs to turnaround their market share slide.
CMOs today have to be nimble, digitally-savvy, and take risks…including a lot of new media and social/mobile testing…since marketing budgets are moving quickly in the direction of these disruptive marketing technologies and new media possibilities. While this is “advertising re-imagined,” according to Linda Sawyer (CEO at Deutsch) and Susan Credle (CCO at Leo Burnett), some things have not changed. “There is still a great need for storytelling and consumers love to be entertained,” Sawyer indicates, and as marketing gets more automated, we free up more time and $$$ to focus on creative. Credle, who is new in her role leading Creative at Burnett, indicates, “I am here to run a creative agency. We have to put creativity first…that’s my remit…because ‘purposeful brands’ can change the world on their best days.”
Perhaps the best example of a ‘purposeful brand’ is Dove and their global beauty campaign. Those of you who have not yet seen the “Sketches” campaign on YouTube should check it out (over 200 million+ views). Dove conducted global research which showed over 95% of women do not consider themselves to be beautiful. Think about this from a self-esteem impact…and the internal attitude shift required for C-level women to make their way into the Board room. Babs Rangaiah, VP Global Media Innovation & Ventures at Unilever, indicated Unilever and Dove have defined a dual mission for brands to (1) do good and (2) produce business results.
How is your company/brand utilizing new disruptive marketing technologies to drive innovation and growth? What are you doing to build purposeful and socially responsible brands and businesses regionally and globally?
As always, we welcome you comments and input.
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