Posts Tagged Unilever

Unilever’s Rob Master from PMA IntegratedMarketing on Vimeo.
How exactly does an organization gain digital fluency?

Rob Master runs media in North America for Unilever and he opened our Digital Marketing Summit last week.  In this quick clip, he talks about how Unilever became an organization in which everyone thinks about digital, not just the “digital group”, which they don’t have.

I really wish I’d asked another follow-up.  I would’ve liked him to talk specifically about at least one thing Unilever did to get everyone thinking about digital.  Obviously, it’s not enough to show people the data on how and where people are focusing their attention.  It’s a matter of being fluent enough to suggest and evaluate approaches that enable engagement with them in those channels.  And at some point, many organizations were–and some still are–full of classically-trained marketers who need to add digital fluency to their repertoire.  It would’ve been great to get an example of something that was done.

But it opens up an opportunity for further discussion:

• What would you suggest to a company that wants to put digital at the heart of its marketing?
• Do you have any examples of how a company transitioned to digital fluency?