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TONY WELLS: Some of the key trends that I see in 2010 are
really about, I think, gaining greater efficiency from the
marketing organization.
So I'm looking at talent management.
Now is a great time to upgrade your talent.
Make sure that you've got the right people in the right
jobs, doing the right task.
I think speed and being first mover has
never been more important.
I'd rather move first, make corrections, and change as we
go along the way than to wait for something to be fully
crystallized.
And I really think getting the marketing mix right--
A lot of discussion about social media and digital.
But is it a balance?
Because I really believe that 360 marketing is really--
online, offline work together.
Tons of studies that show consumers get messages from
different places.
But they all work together.
I think the most important thing is that the message, no
matter what the medium, is relevant and resonates with
consumers and is consistent.
So integration, I think, never been more important.
Important to take all your marketing disciplines and make
sure that the message is repeated.
I think that repetitive nature and the frequency of your
message is important to ensure that consumers walk away
saying, oh, I get what this brand's about.
I get why it brings me value.
I get why I want to select it versus other things
that are out there.