“Consumers don’t say to themselves, ‘This is a traditional moment and tomorrow I’m going to wake up and have a digital moment.’ So it’s about time we get beyond that ourselves.”
Great article in Advertising Age.
Stand outs for me being:
Just what is the impact of buzz?
Tia Lang
“As far as big name marketers go, Burger King may very well be the king of buzz. But there are critics who think all that noise doesn’t amount to much in terms of sales. Tia Lang, director-media and interactive at Burger King, respectfully disagrees and said it all depends on how you define buzz. “Social media is very important in today’s environment and we think that generating buzz is a positive result in and of itself,” she said. “We have done that with some innovative campaigns that have helped lead to* 20 consecutive quarters of positive comp sales*. We’re pretty proud of that and that’s how we would respectfully answer our critics.”
Mark Stewart
“Mark Stewart, VP global media services at Kraft Foods, said in today’s environment marketers have to provide utilities, solutions and real services to their customers, citing Kraft’s iPhone application. “There’s real connectivity between consumers, brands and content that they love,”
