General Social Media

360i SVP Sarah Hofstetter on the Role of the Brand in Digital

September 16, 2010

Somehow Sarah Hofstetter, 360i’s SVP of Emerging Media & Brand Strategy, had to follow Kraft SVP Dana Anderson’s lunchtime keynote at 360i’s Digital Marketing Summit. We think she held her own.

She said, “Digital is treated as matching luggage when it comes to planning.”

You can’t just set it and forget it. This applies to everything you do in digital. Consumers are fickle.

As marketers, we have to ask how we’ll earn attention. Historically, we’ve done that with reach and frequency. Today, there’s currency. Consumers can give brands entertainment, access, conversation, utility, social currency, and product. Consumers in turn give backauthenticity, advocacy, word of mouth, and more consumers.

Consider your whole marketing ecosystem – paid, earned, owned and borrowed media. It’s the whole arsenal.

Rules of the road:

1) Digital is a mindset, not a channel or a set of tactics. And as part of that, again, digital can’t be an afterthought.

2) Tie to your marketing objectives.

3) Listen.

4) This is a conversation, not a one-night stand.

5) Keep learning.