We've broken up into smaller sessions now and I'm looking forward to this session. See names below for a guide to initials.
AM -- See great opportunities to expand the Amex story through digital. Two opportunities:
- Affiliation/membership
- Experiences
How do they create those experiences and continue the affiliation online? How to build & cultivate relationships and have a 2 way conversation. Spending more of their budget into digital. To succeed, they have to have an ongoing conversation with the customer. Have to get much more personalized with what they do. They're looking to join communities, not build new ones. Partnerships are very key to what they're trying to do. How can you co-create value with your partners? They did a partnership with Diane von Furstenberg that involved a great deal of unique content only for Amex members, including having Diane make the winning garment from Project Runway that would only be sold to Amex members. That allowed them to leverage several partnerships to create a large member program.
RB -- Lot of challenges when you move through the process of moving beyond traditional advertising. They started as the realtionship marketing group at Molson, which they've been doing for over 10 years. How do they use these tools to connect using all of the new tactics. They have 19 consumer web sites to coordinate. They have an insider community of almost 2 million people now. Mobile is very big for them, doing almost 400 mobile programs a year right now. Everything they do is about making people feel special about being part of their group. They really looked at who owns the social networking spaces & put together a team to handle internally.
EM -- What TV & TV advertising will look like in the future. 2nd generation TV headed to narrowcasting, with a lot more content targeted to smaller audiences. 3rd generation TV"
- Widening of TV. Includes user generated content. But, as consumers create more content, how do you enforce consumer protection rules that exist for more traditional TV.
- The deepening of content. As it gets less expensive to send the bits, the content gets richer. Future will include 3D, VR, tactile feedback, etc.
Advertising will become more "experiential" in the future. You won't just watch a car commercial, you'll take the car for a virtual test drive.
Session 1: Beyond Advertising: New Practices in a Digital Age
- Ross Buchanan, Director, Digital and Relationship Marketing, Molson
- Alyson Meranze, VP, Digital Content & Strategy, American Express
- Freddy Mini, CEO, Netvibes
- Eli Noam, Professor of Finance and Economics, Columbia Business School, and Director of the Columbia Institute for Tele-Information
- Don Sexton, Professor, Columbia Business School, and Director, the Jerome A. Chazen Institute of International Business
Agenda: BRITE '09 conference on branding, innovation, and technology.
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