Establishing a successful influencer program requires deconstructing the very idea of an "influencer." See what Randi Jachino, VP of Marketing, Weleda North America, had to offer by way of advice.
Organic Valley was finally hitting a point of breakthrough in awareness. It was time, said Tripp Hughes, Sr. Director of Consumer Strategy, to "get the brand out there, to establish the brand."
Reid Greenberg isn't a fan of omnichannel but, as he admits, "the new front door to my store is now my front pocket. It's the force of commerce, the e-force of commerce. It's everywhere."
Hershey has an audience strategy that is data- and customer-first. As Ashlee Carlisle, Media Audience Strategy & Activation, The Hershey Company, put it, "We make a product -- candy, gum and mints -- that has potential to go into 98% of U.S. homes."
Hubble Contacts co-founder Jesse Horwitz is skeptical about digital voice. "The younger you go [demographically], the more they text. They don't want to talk to machines if they don't want to talk to each other."
Andrew Reichgut, Executive Vice President and CMO, Veggies Made Great, addresses authenticity and how traditional targeting and measurement of media is adjusting to these still unorthodox channels.
Meghan Taylor, vice president, brand & creative, says, "It's nice to feel like something is tailored to you, it filters out the noise. It gives the brand a metric for engaging with what may or may not be relevant to the consumer."
Bevon Dormer, Amazon Media Strategy & Activation, The Hershey Company, shares how the brand organizes efforts differently for this platform and what KPIs it is looking for in such a complex system.
Listen as Jeff Cole, Modern Media Director for Jack Daniel's family of brands, shows how futuristic features can break through the noise while still remaining true to a brand's story and history.
Kevin Howard, Senior Director, Digital Marketing, Ally Financial Inc., said his company has changed their KPIs to be focused on "true outcomes, and moving away from the common denominator to a meaningful metric." Listen in as other panelists discuss their KPIs!