The ANA
Blog features a post by the organization’s president, Bob Liodice, on the need for more disciplined strategic planning in marketing. The post covers a number
of important issues and underscores many of the same points made in
MarketerBlog over the past several months. He talks about the need for media-agnostic strategies, as well as for
sophisticated marketing analytics. One
of his most profound statements is that new media has shifted power from the
marketer to the consumer. He cites
Daimler-Chrysler as an example of an old-line company who “gets it” in terms of
reinventing marketing strategies to acknowledge today’s actively engaged
consumer.
In addition
to the programs Liodice mentions, Daimler-Chrysler participated in the recent
Word of Mouth Basic Training or WOMBAT Conference in Orlando. They presented a case study of their successful use of consumer
generated media to seed product influencers and to spark momentum for the
launch of the 2005 Chrysler 300C.
There’s also
an article in today’s Online Media Daily (registration required) about a consumer generated media program
planned for Carl’s Jr. and Hardee’s. Paris
Hilton fans may remember the “Spicy Paris” ad created for Carl’s Jr., which
generated so much viral traffic it brought down the site’s servers. (Note: I'm not sure what that ad is selling, but it ain't burgers. Maybe another form of CGM?)
Brad Haley, the EVP of Marketing for Carl’s
Jr. and Hardee’s was quoted on the new strategy, saying:
"As traditional advertising becomes less and less a
part of our everyday lives, then we're open to all kinds of non-traditional
contact and marketing with people. As
the impact of TV ads is certain to diminish over time, we're obligated to
explore all forms of nontraditional advertising."
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