I got an email last week from a marketing firm that was different than most of the briefing requests I get. This firm, Milk Media, partners with dairies to place branded advertisements on the back of the individual-sized milk cartons served at lunch time in schools around the country.
Interesting to me, is that the email (see below) calls out how similar companies have been chastised by the FTC for marketing to kids in a controlled environment. Milk Media, it claims, is an a-ok marketing environment because milk promotes a healthy lifestyle.
I wanted to take just a moment of your time to introduce you to MilkMediaand their unique niche marketing with Milk Rocks!
Mark Taylor followed Jaap by discussing a new take on Wunderman's long-term strategic approach to relationship marketing. Specifically, he mentioned marketers must acknowledge the shift to "The age of influence marketing" by embracing two new channels:
1) The Channel of Me and 2) The Channel of Us
Both channels actually leverage the *consumer* as a marketing vehicle as well as as a target audience.
Greetings from Forrester's EMEA consumer and finance forums in Barcelona! We've just finished the first two speakers of the event: Forrester's VP and Research Director, Jaap Favier and Wunderman's Chief Marketing Technologist Officer, Mark Taylor.
The presentations were an excellent introductions to the themes for both the consumer and the finance tracks: Share Your Brand (for the consumer track) and Beating the Competition With Superior Customer Experience (for the financial track).
Jaap had a few particular soundbites which I thought really crystalized the current state of marketers today, and also the changes they need to make in order to accommodate the growing influence of user generated content and virtual communities.