As marketers of major brands built on the back of pop culture, Adam Harter and Lee Nadler discussed rapid shifts in consumer behavior and the need for organizations to be able to adapt just as quickly.
As an example, Harter said, “You think back to when Facebook first launched it took them 10 months to get to a million users. It took Periscope 10 days. It took Pokemon Go about 10 hours.” Harter spoke about how Pepsico tries to keep up with consumer passion points – not just sports and music but also gaming, tech, art, fashion and design today.
Aside from pop culture’s impact on business and media, they discussed the role of technology and marketing in “connecting the dots.” Nadler said that the beauty lies not only in discovering the big trends but also in utilizing data to hone in on the consumer to deliver the right message at the right time and “with the right solution.”
In terms of technology’s impact on a brand with a 15-times-per-day-decision cycle versus a more considered, 2-year decision cycle, both spoke of how brands and consumers can leverage technology. For Harter, addressable TV delivers a powerful promise. And for Nadler, consumers’ ability to go online to arm themselves with information has had profound effect on the purchase funnel which creates an even greater need for targeted messaging to break though.
Watch more of this insightful exchange here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
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