• by Gavin O'Malley , Staff Writer @mp_gavin, June 16, 2009

Where do marketers go? Where the consumers are, Andrew Markowitz, Digital Marketing and Media Director, Kraft, and OMMA Video’s afternoon keynote. Of consumers, Markowitz said, “We engage them the way they want to be engaged.”

Kraft, according to Markowitz has done plenty of video, which he categorizes in the realm of “micro-relevancy.” “How do you talk to consumers in a way that keeps them interested.”

Of no surprise to anyone, Markowitz reminded us that “Control has been wrested away from marketers … As marketers we have to be thinking about thing in different ways, instead of just being linear.”

Speaking for the broader industry, Markowitz said: “I don’t know where I’m going, but I’m on my way.”

“Relevance has become an increasingly elusive goal,” he added. What creates relevancy? “Creativity.”