Tuesday, October 28, 2008

Innovation and Comprehensive Digital Strategies at ANA

A quick breakdown of key comments at last week's ANA; credit to Jack Myers. The focus on all things digital is staggering - the shift from traditional media to a more holistic digital strategy will undoubtedly accelerate in 2009.

Hewlett-Packard CMO Mark Mendenhall:

"The relationship companies have with consumers has been upended," he said. "It's no longer the 30-second commercial that defines companies, but a comprehensive digital strategy is required."

"digital media have been anchor-bolted onto agencies. The digital integration issue needs to be dealt with at the corporate and agency level across all functions within a company. The digital environment allows you to engage with consumers in a better way."

"How we look at planning and buying will change and will become more customized. We will see dramatic shifts and this poses a challenge to everyone here. It's important to be risk takers. To push the boundaries into uncomfortable areas. We have not seen adoption rates and behavioral changes like we are seeing now."

"digital conversation has become a global phenomenon and is just getting started."

Coca-Cola CMO Joe Tripodi:

"It's important to keep the inspiration going to retain customers."

"control your own destiny or someone else will… and innovate everything both at the core of the business and in emerging spaces."

Claire Bennett, American Express CMO:

"marketers need to focus on inspiration beyond return-on-investment. Don't hunker down in a bunker. Take fewer risks but take them."

Joaquin Hidalgo, VP Global Marketing at Nike:

"consumers don't want more things; they want more experiences."

"build a bridge between the digital and physical worlds… through innovation, inspiration and experiences."

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.
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