• by David Goetzl  @dgoetzl, June 20, 2013

Sears social and mobile marketing vice president Adriana Llames Kogelis says marketing with big events as an anchor will only be successful if it's not looked at as a one-time effort. A comprehensive campaign must be in effect. Sears "Ship My Pants" effort didn't launch with a blue-chip TV program, but proved to be a success anyway.

Kogelis also talked about the emphasis on ensuring a company has a sturdy mobile strategy. Quite simply, it's where customers are, notably while watching TV. So, social media offers advertising a prime opportunity to have conversations continue online and every ad for Kmart and Sears has a hashtag. (Sears does social media in-house with no social media agency.)

“The common way to watch (TV) ... gives you the chance to do real-time marketing,” she said.