Learnings From #ANADigital

July 18, 2017

By Bill Duggan, Group EVP, ANA

Intuit's Lucas Watson speaking at the 2017 ANA Digital & Social Media Conference. ANA

 

I learned so much at this year's ANA Digital & Social Media Conference (#ANADigital), which we hosted last week in San Diego, Calif. The following are highlights from each of the general conference sessions.

  • Marriott: Loyalty is a relationship. Provide memorable experiences that keep people coming back for more.
  • Lane Bryant: Brands have the responsibility to make the world a better place. #plusisequal
  • Kellogg's: A framework for agile commerce to move quickly and easily: Sense, Make Sense, Respond.
  • Nordstrom: It all starts with the customer. Invest the time to understand the customer journey.
  • Mattel: Screens drive purchases. Mattel is creating, producing, and launching more content on more screens. Barbie was the #7 brand on YouTube last year.
  • Coca-Cola: Unique and human-centered content drives sharing on social media. "If you care, you share."
  • BlogHer: Influencers are part of every brand's marketing plan but are not THE marketing plan. Marketplaces will be the new influencer "honey hole."
  • Jet.com: Brand experiences need to pay off immediately. The average human attention span is eight seconds — shorter than the nine second attention span of a goldfish.
  • Intuit: The brand is a core equity. Don't fall into the trap of defining the brand by the technology by which it's delivered. Brand is long term; technology is short term.
  • Kia: Be there for the customer at every touch point.
  • Mountain Dew: While gamification is 300 percent more engaging than branded content, it is the least commonly used content marketing tactic. Don't lose sight that consumer engagement is the new social currency.

My very favorite line from the entire conference was from Lucas Watson, CMO at Intuit: "There are no tired brands, just tired brand managers."

Thanks for all the terrific speakers and the support of Meredith, the presenting sponsor of the conference!


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