Centers of Excellence: Digital Marketing
“Being great is the new brand,” according to Questus founding partner Jeff Rosenblum. “It’s no longer about saying you’re great.”
His spirited keynote address used his upcoming documentary,The Naked Brand, to illustrate the best and worst across the brand landscape. Among the highlights:
- American companies spend roughly $150B annually on advertising; more than three times the amount of the next biggest spender (Japan).
- By contrast, U.S. brands rank 11th in R&D expenditures.
-The marketing revolution began with search; it shifted the balance of power to the consumer.
- The days of telling a customer what to think about your product are over.
- Technology allows us to tell real-time stories and 80% of Americans have a super computer in their pocket.
- Trust in corporations and brands is at an all-time low.
- Advertisers are still using digital to do what they’ve always done. The consumer, however, is re-shaping the experience.
- While banner ads and television advertising remain effective, 1 of 1,000 banner ads are viewed and only 1 of 9 tv spots.
- There is a glut of information. Yahoo has 256 links on its homepage. (Jeff claims to know this due to Questus’s “intern torture” program).
He closed his presentation with the documentary’s compelling close-up look at Zappos! and its total reliance on a culture of happy employees to define the brand. The film shows CEO Tony Hsieh sharing his belief that, “Brand is a lagging indicator of culture.”
A must-see for marketers, the film’s profits are being donated by the producers to Make A Wish. To learn more reach Jeff via Twitter @jrquestus.
PMA is thrilled to announce that Peapod’s chief operating officer, Mike Brennan, will join the Digital Shopper Marketing Summit as our lunch keynote. In his presentation, Mike will take a look at the dynamic environment that was, is, and will be online grocery shopping. Don’t miss this insider’s view on how CPG companies can effectively harness the category’s unique drivers in order to participate, promote and thrive within the channel.
Mike joined Peapod in 1997 and has worked across numerous areas in the company, including leading Marketing as well as managing Transportation, Human Resources, Customer Service, Merchandising and Technology.
Prior to Peapod, Mike was a principal at the management consulting firm A.T. Kearney, where he focused on business and marketing strategy. Prior to A.T. Kearney, Mike was at Procter & Gamble.
Mike is a graduate of the University of Illinois and the Kellogg Graduate School of Management at Northwestern University.
There’s still time to lock in savings on the Digital Shopper Summit. REGISTER BY FRIDAY, AUGUST 19 by clicking here!
We are really thrilled with the digital and shopper marketing pros who’ve stepped up to share their insights and expertise in September! Have you see the agenda? If not, click here.
Also, register by August 19 and save. The price goes up after that.
In 2000, the FTC published “Dot Com Disclosures: Information About Online Advertising” with guidance on how federal advertising law affects sales and marketing on the Internet. In response to more than a decade of changes to the online world, the FTC is now requesting public comment as to how the document should be updated to reflect those changes. With the emergence and increased popularity of mobile marketing, “apps,” the use of “pop-up blockers,” and social networking, the FTC is interested in the modern legal and technical issues that consumer advocates and marketers believe should be addressed. Suggested areas to discuss include: concerns that have been raised by the new technologies, content in the original document that is outdated or no longer necessary, and any relevant research that should be considered by the FTC in its revision process.
PMA plans to submit comments to the FTC before the deadline of July 11, 2011.
This topic will also be covered in detail at the 2011 PMA Marketing Law Conference in Chicago. For more information on the conference, click here.
There are some informative and insight-filled sessions on tap this month! Unless noted, all Webinars are FREE for PMA members and only $75 for non-members. All Webinars start at 2pm EST. Join us for all of the following sessions: