Today's session with MSFT CVP Scott Howe and Mike Benson, VP of Marketing for ABC's Entertainment Group addressed the future of digital marketing and highlighted Mike Benson's ABC digital marketing campaign with FlashForward. FlashForward is in ABC's Fall lineup and will premiere Thursday, September 24.
Scott always has great insights to share - he makes the statement that everything will go digital. We may have alternate forms, but everything will be digital in the future. He also took us through how marketing will be shifting as we'll begin looking through multiple screens and devices, we'll see fewer ads and have more experiences, and we'll also see software that frees the creative - allowing us to create the story and worry less about how it will be distributed across all devices.
Scott and Mike then sat down and discussed the FlashForward campaign that ran across the MSN homepage, mobile, and in-game. The campaign provides a really great balance to engage the target audience across the devices they use - PC, mobile, and Xbox.
In marketing efforts Mike said it is important to remember the basics - what are you marketing? And who are you marketing to? He also says that in his marketing efforts he focuses on original ideas, ideas that are organic to the show, and the unexpected.
Mike left us with some nuggets of wisdom. Creative is king! Always understand what are you marketing and who are you trying to reach. Also try to understand how you can live with the person you are trying to reach - in other words how do you create a campaign that surrounds your audience, where they want to engage and where they don't feel pushed.
Here’s the session so you can view the great dialogue:
We were also able to catch up with Mike Benson after the session and capture his thoughts on digital marketing. Enjoy!