Inspiration and Digital Innovation are Keys to Success During Economic Crisis, Say Marketing Execs
It’s time to revolutionize marketing communications, Hewlett-Packard CMO Mark Mendenhall told attendees at the annual Association of National Advertisers Conference last week. “The relationship companies have with consumers has been upended,” he said. “It’s no longer the 30-second commercial that defines companies, but a comprehensive digital strategy is required.”
Arguing that digital strategies should be applied across the operational infrastructure of companies as well as in their marketing, Mendenhall pointed out that “digital media have been anchor-bolted onto agencies [and strategies]. The digital integration issue needs to be dealt with at the corporate and agency level across all functions within a company. The digital environment allows you to engage with consumers in a better way.”
