Aired Jan 13, 2016
The next step for marketers will be to integrate hardware and media in a user-friendly fashion.
“It’s always fascinating to see how media and the hardware world get married to deliver good experiences without being too overwhelming and actually being controllable.” – Barbara Martin Coppola, Chief Marketing Officer at Grubhub
Technology has leveled the playing field between start-up and established brands.
“The opportunities and challenges faced by more established brands compared to a start-up brand is very similar.” – Ram Krishnan, Chief Marketing Officer at Frito-Lay
New technologies have allowed marketers to experiment with different strategies.
“One of the most fabulous things about the world we live in right now is that it’s all basically a learning laboratory.”- Emily Culp, Chief Marketing Officer at Keds
Marketers must adapt the functionality of the devices to the services of their brand.
“For a given device, what does it mean for real estate?” – Jeremy Wacksman, Chief Marketing Officer at Zillow
This week on “Marketing Matters,” WFoA Executive Director Catharine Hays joined Forbes’ CMO Network Editor Jenny Rooney for the monthly CMO Spotlight. In this episode they discuss new technology trends emerging at the Consumer Electronics Show (CES) as well as things to pay attention to as marketers look to the Super Bowl. They welcomed four guests onto the show— Barbara Martin Coppola, Chief Marketing Officer at Grubhub, Ram Krishnan, Chief Marketing Officer at Frito-Lay, Emily Culp, Chief Marketing Officer at Keds, and Jeremy Wacksman, Chief Marketing Officer at Zillow. The guests offered insights on their experiences at the CES as well as what the Super Bowl means for them.
Barbara Martin Coppola is the Chief Marketing Officer at Grubhub, the largest online food ordering marketplace in the United States. In reflecting on the new technology platforms available to marketers as presented during CES, Coppola says although the Internet of Things has been the talk for quite a few years, she felt that it really came to life within the past year. With this, she adds it is “interesting for marketers to really market the benefits of a highly connected life without this invasion of privacy that can result out of the introduction of Internet into pretty much the objects of everyday life.”
On the topic of the presence of content in media, Coppola says, “All of us believe that content is important to differentiate our brands and meaningfully connect with the consumers to drive authentic and emotional connection.” Looking to the future, Coppola predicts the challenge for marketers will be figure out how “build brands that use content in a meaningful way” without over obsessing about content in order to “continue moving advertising and the whole industry forward.”
Ram Krishnan, Chief Marketing Officer at Frito-Lay says technology has become a great equalizer in leveling the playing field between start-up brands and established brands such as Frito-Lay. For established brands, he says “Brands have to evolve; they can’t stay static, and it has to reflect the time, place, and the consumers [they are] serving.”
In reflecting on his experiences during CES, Krishnan says the show “is no longer about the electronics… it’s a show about how consumers are going to spend time or waste time. As a marketer, I think it’s very important to understand how people will spend time and how will you as brands actually add value to that.”
Looking forward to the Super Bowl, Krishnan reflected on “Crash the Superbowl” competition that began in 2006, where Doritos asked users to submit ads to run during the Super Bowl with the goal to “create an opportunity and a stage where people can get noticed and can actually compete against Madison Avenue and build a career in this world and the marketing landscape.” Though many doubted the program’s effectiveness when it first began, it has received over 30,000 entries from over 20 countries within the past year and has become a huge success. However, Doritos has recently announced that 2016 will be the competition’s last year. As Doritos customer base changes to Generation Z consumers, Krishnan believes that this generation no longer “needs a stage to break out.”
Emily Culp, Chief Marketing Officer at Keds says her experience in the digital world prior to coming to the client side allowed her to embrace the idea of “smart risk” and “perpetual beta” in everything she does. These beliefs, she says, are due to the fact that “there are so many interesting complex problems out there that there is no perfect solution.”
With the onset of new technologies, Culp says she is able to get real time data and “go on at any point anytime in the world to look at our social media feeds to tapping into customer service or email or even blog posts and really get a good handle on what the consumer is thinking.” Though each company’s strategic ideas and quantitative data are valuable, Culp says interacting with individual customers through social platforms is hugely important because “each customer is different and unique, and we need to honor that.”
Though Keds will not have its own Super Bowl commercial, Culp says she will be paying especially close attention to “how people are weaving in what type of call to action because it’s indicative of where trends are going within larger corporations.” Additionally, she says she will also be especially interested in seeing “who is capitalizing on taking my attention away from TV to maybe learn more from their site or to go to an app or to have a richer experience from their brand – who is really capitalizing on that storytelling.”
Jeremy Wacksman is the Chief Marketing Officer at Zillow, the country’s largest real estate marketplace. Wacksman says brand plays a hugely important role to Zillow because there are repeat buyers as well as new people in the category every year. “As people come in, maybe for the first time understanding what the category offers and what we offer as a set of services, brand plays a huge role in that and not just in top minded awareness but also preference and understanding,” Wacksman explains.
With the introduction of new devices such as Apple Watch and Apple TV, Wacksman says the question on his mind before the release of a new device is how it can be best used for their brand. For example, while the Apple Watch is may be more apt for notifications, the Apple TV can help buyers browse more easily.
Rachel Yuqian Li
WFoA Program Assistant
University of Pennsylvania, Class of 2016