MSLO Kicks Off Advertising Week With Media and Marketing Discussion
Martha Stewart Living Omnimedia (MSLO) helped kick off New York City's 7th Annual Advertising Week on Monday, Sept. 27 with a Leadership Breakfast held at the Mandarin Oriental Hotel in Manhattan. The event featured a discussion with a panel of cross-platform media and marketing experts, moderated by CNBC's Julia Boorstin.
The panel included Janet Balis, executive vice president, media sales and marketing, MSLO; Maria Mandel, vice president, marketing and media innovation, AT&T; Paul Lavoie, chairman, Taxi; Lisa Donahue, CEO, Starcom USA; and Susan Jurevics, senior vice president, marketing, Sony USA.
Panelists touched on a variety of "hot" topics in media and marketing today, including multiplatform marketing, targeting market segments, and the growing use of mobile and social media. Donahue commented that brands need to listen closely to their audiences to determine what content and channels they want to engage in—and then deliver that content in those channels.
Mobile was stressed as a critical channel for content delivery, with Balis likening it to a print magazine as an "untethered experience." Mandel categorized mobile as a highly personal, localized channel. "That's the way to reach consumers where they are," she said.
Mandel also noted the importance for brands' communications to shift from a monologue to a dialogue, and the necessity to create an environment—such as via social media platforms like Facebook and Twitter—that fosters that dialogue. Jurevics added that it is not only critical for brands to start a conversation, but to continue that conversation as well.
Noting that if the audience took one point away from the discussion, "this is it," Lavoie emphasized the need for brands in this age of multi-platform marketing "to find a way to get all of your pieces talking together ... . That's how you win."
When asked what 2011 would be the "year of" in media and marketing, Lavoie responded, "Faster, cheaper, better and more complicated."