Tobaccowala: Marketers Need to Hit All the Right Notes in Post-Digital Age

By Thought Leaders Archives
Cover image for  article: Tobaccowala: Marketers Need to Hit All the Right Notes in Post-Digital Age

Courtesy of digiday:DAILY  and Written by Melinda Gipson

At Audience Science's 2010 Targeting Summit in Las Vegas April 28, Rishad Tobaccowala, chief strategy and innovation officer for VivaKi rues the fact that brands have forgotten how to market. He outlines the changing face of marketing using the seven notes of the keyboard today's pied pipers must use to draw consumers: Audience, Brand, Content, Data, Enterprise and the yin-yang perspectives of Facebook and Google. Along the way, he imparts how master brands will become experiences, how Google is misleading content developers about the shifting value of content curation over content itself, how people who are wrangling about who "owns" audience data are missing the point about accessing and learning from it, that "all our companies are arranged all wrong" to benefit from innovation, and that Facebook and Google are really just two sides of the same coin: consumer discovery. It's the kind of trip that marks Rishad's observations mandatory attendance for marketers and media.

http://www.digidaydaily.com/stories/tobaccowala-marketers-need-to-hit-all-the-right-notes-in-post-digital-age/

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