Marketing in a Real-Time World: Key Insights from 360i Marketing Summit 2013

September 20, 2013

By Marni Gordon, vice president of committees and conferences, ANA

I attended the “360i Marketing Summit 2013” this week in NYC.  360i brought their clients and partners together to learn from each other on topics related to the key theme of the event:  “Navigating Disruption:  From Big Data to Big Ideas”.  My favorite session was a panel moderated by Sarah Hofstetter, President of 360i on “Marketing in a Real-Time World”.  Marketers from Ben & Jerry’s, Mondelez International (Oreo), and USA Network participated on the panel and shared great insights on how to balance brand authenticity with cultural relevance in a real-time world.  Some of the key lessons learned to success in real-time marketing were:

  • Consumers can affect your reputations in a heartbeat: Brands need to regain control by knowing your surroundings (listening) and bring original.
  • Be precise on what your brand stands for:  It is important to be true to your brand’s core values and beliefs.
  • Trust internal client teams and your partners.  All involved need to have one brand voice and have the freedom to take risks.
  • Content is king and can take many forms:  No matter what the medium, brands are storytellers and need to make sure they are sharing the right stories.

ANA’s first-ever Real-Time Marketing Conference presented by Starcom is December 4th in NYC!  Learn from Kraft Foods Group, The Coca-Cola Company, Hasbro, Anheuser-Busch, MINI, MasterCard Worldwide, Nestle and more!!!  I look forward to seeing you there!

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