OMMA Keynote: The Internet Takes Center Stage
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Written By Reprise Media | September 27, 2005 | Share This
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David Verklin, CEO of Carat North America, took the stage a little later than expected (the last speaker had some Bon Jovi videos he needed to play - no joke) but managed to jump right in and capture the audience’s attention.
His talk was structured around that question commonly asked of speakers during audience Q&A:
“All this […]
David Verklin, CEO of Carat North America, took the stage a little later than expected (the last speaker had some Bon Jovi videos he needed to play - no joke) but managed to jump right in and capture the audience’s attention.
His talk was structured around that question commonly asked of speakers during audience Q&A:
“All this future-forward talk is great and all, but how can I apply this digital revolution you speak of to my business today? Tomorrow? Next week? This afternoon?”
Verklin went on to describe the seven things marketers can do to make sure their marketing plans are keeping up with the rapid changes taking place in the industry.
Hope you set aside some time tonight for homework, because he calls it:
The Seven Things That You Need to Do Today
1. Try a New Workflow Process. Assemble a multi-disciplinary team and involve your consumers as active participants in your marketing campaign, not passive recipients. Gather intelligence and make your marketing plan more accountable.
2. Adopt a ‘Nothing is Wasted’ Mentality. Whether its online or offline, every contact with the consumer is valuable and a rich source of information. Inventory all your communications and see if they’re working in tandem rather than in conflict.
3. Make Sure You have a Balanced Media Mix. How are your budgets allocated? Are you putting your money where its going to do you the most good? Look for inspiration and experiment.
4. Become a True Student of the Business. Make sure you have a deep, wide knowledge of the tech and media industry. Don’t read trade publications and web sites for pleasure, read them for survival.
5. Re-Think the Idea of Reach. Reach is now about millions of small creative messages rather than big blockbuster blitzes. It’s reaching the right consumers rather than every consumer.
6. Take a Sales Rep Out to Lunch. Make sure you’re actually talking to the people who are selling the opportunity to put your commercial representation in their content.
7. Talk to New People, Do New Things. Talk to 5 kids under the age of 20. Ask them about instant messaging, SMS and blogs. Talk to someone from a European country about media convergence. Watch 10 hours of television and buy 3 new magazines.
Verklin closed with this final message: Our business is highly unpredictable and at times a scary place to be, but if you do all of the following, chances are you’ll come away energized and inspired by the future before you.
Topics: Conferences & Events |