Modern Marketing Today
  • About
  • B2B
  • B2G
  • B2C
Subscribe
No Result
View All Result
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
Modern Marketing Today
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
No Result
View All Result
Modern Marketing Today
No Result
View All Result
Home Uncategorized

Innovative Marketing Tips from Jill Cress, CMO of National Geographic

by Jackie Davis
September 18, 2018
in Uncategorized
Reading Time: 3 mins read
A A
Marketing storytelling
Share on FacebookShare on Twitter

National Geographic – best known for their breathtaking images, grappling animal series (run gazelle, run!), and maybe the Comedy Wildlife Awards, has withstood the test of time. Seriously, the first issue was published in September of 1888, making this year its 130th birthday. With the magazine, shows, multiple websites, and a very engaging social media presence (baby penguins, need I say more?) National Geographic is slaying their marketing. So, what’s the secret? 

Jill Cress, Chief Marketing Officer for National Geographic sheds some light on marketing tactics for the empire that include non-traditional approaches in her interview with Incite Group. “To help promote National Geographic’s series “Genius,” for example, we created Genius Bot, a Facebook Messenger app that connected audiences directly with the show’s main character – Albert Einstein,” said Cress. “Through Genius Bot, audiences were able to chat directly with Einstein within a venue designed to educate people on the show – adding a witty human touch to the campaign that engaged with fans on a uniquely personal level.”

Cress explained that customers are wary to embrace a new brand, they don’t fall for the tricks they used to, so engaging on a human level helps. “We now get bombarded with so much content that anything not immediately relevant, authentic or interesting gets quickly ignored or pushed aside. But I think this new “era of distraction” has created an exciting challenge for today’s marketers – and it’s one that’s forcing us to really understand our audiences, their motivations and their preferences at a core level,” she said. 

Connection is the key to today’s marketing. Creating something that the consumer can be a part of pulls them in and keeps them coming back from more. “In our most recent initiative, Planet or Plastic?, we successfully rallied our global community of 760M people into action around a single cause. Our multi-year brand initiative is geared at reducing the amount of single-use plastics polluting our oceans and environment in a way only National Geographic can – through storytelling and science,” said Cress. “It’s these kinds of marketing strategies we want to focus on as they have the potential for limitless positive impact – for our brand, for our consumers and for the world as a whole.” 

National Geographic is successfully engaging customers through storytelling and immersive ads. “They (customers) want brands to meet them on platforms that were non-existent a decade ago. But it’s important for brands to recognize that these shifts in preference are not necessarily negative, nor do they mean that we must distance ourselves from the ideals our brands were founded on,” explained Cress.

Cress will be joined by marketing leaders from adidas, Lenovo, and Dell at the upcoming Brand Marketing Summit that will explore the topic “Marketing is Dead: Engagement is Alive.”

To learn more about the conference, click here. 

Tags: Brand Marketing SummitComedy Wildlife AwardsInciteJill CressNational Geographic
Advertisement Banner

RELATED POSTS

Marketing insight
Martech Innovation

Thankful for Insight and Input from Marketing Professionals in Government, Advertising and Brand Management

November 21, 2018
Brand Marketing Summit
Customer Journey

Keeping Customer Engagement Human at the Brand Marketing Summit 2018

October 30, 2018
Grace Bergen
Events

Brand Marketing Summit 2018: Human Engagement is Still at the Core of Marketing

October 26, 2018

TRENDING NOW

  • a hand is used to identify target audiences by circling a group of people

    Brands Identify Target Audiences with AI Tools to Create Personalized, Relevant Campaigns

    539 shares
    Share 216 Tweet 135
  • 7 Secrets for Mastering TikTok Marketing

    496 shares
    Share 198 Tweet 124
  • How Customer Trends are Shaping the Automotive Industry

    834 shares
    Share 334 Tweet 209
  • 10 Ways to Drive Traffic to Your Website for Free

    532 shares
    Share 213 Tweet 133
  • How to Measure Consumer Attitudes: The Importance of Adaptive Marketing

    542 shares
    Share 217 Tweet 136

CONNECT WITH US

BECOME AN INSIDER

Get Modern Marketing Today news and updates in your inbox.

Strategic Communications Group is a digital media company that helps business-to-business marketers drive customer demand through content marketing, content syndication, and lead identification.

Related Communities

Financial Technology Today
Future Healthcare Today
Government Technology Insider
Retail Technology Insider
Today’s Modern Educator

Quick Links

  • Home
  • About
  • Contact Us

Become a Sponsor

Modern Marketing Today offers content and advertising sponsorships to leading technology solution and service providers. Interested in becoming a sponsor? Contact us!

© 2023 Strategic Communications Group, Inc.
Privacy Policy      |      Terms of Service

No Result
View All Result
  • Home
  • About Modern Marketing Today
  • B2B
  • B2G
  • B2C
  • Categories
    • Digital Transformation
    • Customer Journey
    • The Experts
    • Martech Innovation
    • Events
  • Contact Us