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GIG BARTON: Change is good.
Change is wonderful.
Look at this conference we're at today.
I mean this is all about transformation.
It's about how people do things differently, not only
from a marketing point of view, but specifically from a
consumer point of view.
MOLLY BATTIN: I THINK it is exciting to have that two-way
dialogue with your customer or, in our case, our viewer
and allowing them to play with the content and take it in new
and unique ways.
JAMES SPAETH: What excites me, interests me, frustrates me
all the same time is that we live in an era of tremendous
change in the economy, trend of change in our environment.
Consumers are different.
Lifestyles are different.
The media are different.
Technology are different.
And the marketing business, the advertising business, in
particular, has barely changed at all.
GIG BARTON: If I'm not satisfied with the quality of
service of a product or the company itself, I'll change
products, services.
Happens all the time.
MOLLY BATTIN: I believe that brand loyalty is at the heart
of what will differentiate brands as the marketplace
becomes even more and more fragmented.
The essence of a brand is even more important.
People need shortcuts.
They need things that they will be able to weed out and
be able to trust. And at the end of the day, a solid brand
is really what the relationship that we'll have
with our consumers.
MALE SPEAKER: Look at NASCAR.
I mean talk about a media more sport that's
driven by brand loyalty.
You know it's like tribes of people running around with
Tide shirts on.
I mean it's a real weird deal.
But no, brand loyalty, I think, is still
a huge, huge factor.
BRIAN NEWBERRY: Most marketers don't know how to create true
brand loyalty.
Because brand loyalty is a two-way street.
It's not just consumers being loyal to us.
We have to be loyal to them.
So we have to give them a reason to want to purchase us.
PATRICIA DAVIS: I think people are chasing the
youth as ever before.
And what I think of the irony of chasing the youth is that
it started with the baby boomers.
And it wasn't because they were young.
It was because they were big.
So where's the big audience toda?
The big audience is really in the 50 plus market.
JEFFERY COLE: We think all media survive.
But most all media survive as smaller players
in a digital era.
The exception, the medium that will grow, is television.
We think people will be watching television on little
screens in their pockets and purses.
At the same time, we're putting bigger and better
screens in our homes than we've ever had before.
JAMES SPAETH: Location based services, which is my personal
most interesting thing happening right now, the idea
that you can reach somebody with a message when they
actually need it.
So the obvious simple thing is the
Starbucks app on your iPhone.
It's like any new Starbucks, where can I find out?
Click, click, click, there it is.
Or Yelp, things like that where they're really helpful
to consumers, but they're also kind of marketing lubricants.
They help smooth through the process of learning about
products and about actually closing the deal.