Strategies for Success

Microsoft’s Scott Howe introduced Monday’s second session at the advance08 Advertising Leadership Forum. The session focused on strategies for success in the digital marketing industry, and included discussions from high-profile experts who shared their own strategies and techniques—including David Pullman of Isobar, Tony Fernandes of AirAsia, and political voices Arianna Huffington, Cyrus Krohn, and Mark Penn.

 

David Pullman of the first truly global digital marketing service, Isobar, spoke about the unexpected ways Isobar has found success. With challenges such as satisfying a broad clientele across global channels with one strategic point of view, Pullman says he has been surprised at certain campaigns that have taken off. His speech inferred that the thin-skin infrastructure of the company allows more creativity to integrate brands. Isobar’s fluid approach to management is one that has proven to be extremely successful.

 

AirAsia’s Tony Fernandes's success story is one that's marked with boldness. When Fernandes bought the airline AirAsia in 2001, they had two airplanes. Seven years later, Fernandes has helped turn the airline into one that currently has 65 aircrafts and has won multiple awards. Even while Fernandes delivered a formal speech his tone and mannerisms suggested a man full of passion and big dreams. Fernandes also credited his bold risk-taking and investments in the brand as factors that have brought success to AirAsia. He ended his talk by sharing his personal mottos for success, “believe the unbelievable” and “never take no for an answer.”

 

The last discussion for the session offered insight into how digital media is benefitting candidates in the 2008 U.S. Presidential Elections. These digital strategies in turn are valuable assets that can be leveraged by brand marketers. Arianna Huffington, one of Time magazine’s 100 most influential people and founder of the Huffington Post, introduced the discussion by saying that branding is at the center of American politics. The other two guests on stage were Cyrus Krohn, director of the RNC’s eCampaign Division, and Mark Penn, who currently serves as Hillary Clinton’s senior strategist for her election campaign. Both Krohn and Penn discussed ways that the digital world has affected politics and the way their candidates have been running their campaigns. Things like Internet fundraising, providing more information to voters at their fingertips, and logs detailing potential voters are all made possible through digital media. Traditionally, Republicans outspend Democrats during election campaigns. Penn said this is the first time they’ve seen this trend reverse—and he credits web fundraising.

 

Whether talking in terms of politics, travel, or global marketing services, all presenters shared one common factor: their success relied heavily on taking advantage of digital media capabilities. Whether they did this by sending out emails to a database of voters, or building their campaign online, it is evident that digital media presents many new opportunities for brand success.
 
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