It was a whirlwind at ANA Masters of Marketing in Scottsdale, AZ. The content was incredibly engaging with amazing speakers from Bolthouse Farms, Facebook, Starcom, and Visa. Check out some of the top marketing insights that I came away with.
Audience YOU.0: Letting People Define Themselves, Mark Pavia, EVP/Digital Managing Director, Starcom USA
- Mark reminded us to step back and think in more human terms. Ask yourself what is the experience you are wanting to build and then define your data strategy around that.
- And when it comes to data, dig a little deeper. I’m not just a woman in the 25-35 age category. There is more to each consumer than how we typically bucket people. With social media today, we need to understand who is liking our page and why are they liking it. If we understand behaviors, emotions, and triggers, we can tell a richer story. Use data to define who you are reaching.
- Hear more from Mark in this interview.
The Social Web, Sheryl Kara Sandberg, COO, Facebook
- We all know that social is changing the way we market. We now have access to our consumers. They have real identities. We are building real relationships through social media. Use the opportunity that social media is providing us.
- Keep doing what you are doing: digital, tv, radio, and so on. Just integrate social into that. By having a true integrated campaign that is threaded together, that is what will make you spread virally. Check out social-enabled display ads we offer at Microsoft Advertising. It integrated Facebook and Twitter connections live through rich media.
- Start with people in everything you do. Connect, engage, inspire.
Baby Carrots, Eat ‘Em Like Junk Food, Bryan Reese, Chief Marketing and Innovation Officer, Bolthouse Farms
- Trust your agency. The success of Reese’s baby carrots campaign is partially due to letting go and trusting that the agency creative would land well with his customers.
- Reese closed out his session by highlighting four takeaways: Emotionally connect with your customers. Add value in everything you do. Don’t underestimate the value of publicity. It is huge. Finally, find a unique marketing element and then drive that tactic.
- You can read up on the full session and check out the output of the baby carrots campaign. Read my blog post.
Global Branding in the Digital Age, Antonio J. Lucio, Global Chief Marketing, Strategy, and Corporate Officer, Visa, Inc.
- It’s not just about global; it’s about global AND local. For Visa to succeed globally, it required four key changes: organizational redesign, strategic alignment, executional excellence, and local engagement. To win in the future, it will require a combination of global discipline and local dynamics.
- Think about what triggers action by the consumer. Lucio said it best, “Moving people to action leads to transACTIONS.”
The afternoon consisted of a hot CMO panel discussion led by Abbey Klaasen, Editor at Advertising Age. The panel focused on interactive tv. Check out our interview with Abbey at ANA.
Check out some other highlights from ANA.
Kaila Lightner, Audience Marketing Manager