“Marketing is Dead: Engagement is Alive.” As marketers, we probably know that this is true. E-blasts, blogging, and print materials don’t do what they used to, how can we adapt? Retail Technology Insider explored this question with help from the Incite Group interview with Alrega O’Hare, VP of Brand Communications at adidas Originals and Style. Consumers no longer want to feel like they are being sold to, they want to be part of an experience. O’Hare, offered tips for marketers to engage the new customer.
“People will engage more if they see beyond the product, but something that has an added value that only that brand can give which, in turn, will drive more long-term business. Sustainability and a clear point of view on issues that shape society is fundamental and has to be done in an authentic way,” explained O’Hare.
O’Hare will also be discussing the changing role of marketing within retail and the importance of a successful customer journey at the Brand Marketing Summit.
“Marketing’s role is to create in the long-term a cultural brand, not just to communicate and sell in the short-term. This approach will dictate which brands and companies will survive and thrive,” she said. “The consumer journey is the starting point for a surgically-precise deliverables list. Mapping out the scenario and creating a framework with a focus between social and .com is vital.”
Attendees of the conference can expect to hear O’Hare and many other brand leaders from companies including National Geographic, Lenovo, and Dell share their engagement, social media, and selling strategy.
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