Video Related To: Brand Choreography Through Integrated Marketing Communications
The Problem Today, the subject of Integrated Marketing Communications is hotter than ever. It’s a source of competitive advantage. However, both planning and executing...
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Integrated Marketing Communications, Marketing communications, Integrated marketing, marketing, integrated marketers
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Integrated marketing communications: Big Idea versus Big data at SES New York
Dana Todd, Performics, interviews Mark Huffman, P&G (Procter & Gamble) Productions www.pg.com on the panel topic, Integrated Marketing Communications at SES New York 2012. Dana asks Mark about the debate between big ideas and big data. In the digital industry, marketers are more concerned with the data, and data should be driving the insights. But Mark believes that the big idea still matters most and trumps the emphasis digital marketers place on big data. 0 Mark says it's the deep human insights that lead to big ideas and while understanding your consumer does require data, Mark cites a case study using a Febreze case study which started from real people being recruited for the campaign. The Febreze campaign became a big hit, winning a number of awards and became an example of effective integrated marketing communications. 02:20 Mark cites a YouTube Febreze video called "sour milkman" Learn more about speaking at SES: www.sesconference.com Join SES on Facebook www.facebook.com Join SES on Twitter: www.twitter.com
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Video Source Url: http://www.youtube.com/watch?v=0rYTUARmTgE
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