“Relevance is what’s key and that’s where data comes in,” Sable said. “How do I take my message, if I’m Apple, and think about David when he’s walking near an Apple store? The problem we’re having with mobile is people think they have to take whatever assets [they had for desktop or other channels] and push it through to mobile.”
Kraft’s Gelman, said the sports-and-retail company has evolved into a data-driven marketing organization.
“In 2008, we didn’t have the social mechanisms we have now to understand who our fan is,” she said. “Now, we want to acquire fans socially and then bring them into our customer system and warehouse and start nurturing them.”
While one might not think the Patriots need to do a lot of proactive marketing – Gelman said that there’s a 60,000-person wait list for season tickets – Kraft uses Zeta Interactive’s (Zeta hosted the panel discussion) cloud-based cross-channel marketing hub ClickSquared for its “algorithms and regression models to understand what are the indicators that a season ticket holder might not renew.”
“We also recognize that one day we may not be as successful as a team as we are now, so when people join our database, we have a way of emailing them personalized messages that are not purely about sales. Sixty percent of our [Web traffic] and emails are consumed over mobile now, so messaging has to be clear with a specific call to action” that works with the form factor of the device.
With mobile and social media increasingly gaining marketers’ interest and wallet share, one question from the audience about TV’s some 40% stronghold on US ad spend ignited a brash response from Sable.
“Analysts keep looking for this magic number,” he said. “I don’t know what ‘TV’ means anymore. To me, it’s just content.” Marketing and media spend must be weighed in more nuanced ways, he said.
“Television still gives you incredible reach, which is why you still see Pepsi, Coke and the telecoms” invest there, Sculley acknowledged. “As a marketer, I never focused as much on share of market as I did share of growth in the market.”