Advertising And Social Media

Jeff Berman, President of Sales and Marketing, MySpace

Rishad Tobaccowala, CEO, Denuo

Carol Kruse, VP, Global Interactive Marketing, The Coca-Cola Company

Q: What are your companies investing in with advertising and when do you expect to get a return?

Rishad: Asia and digital.

Rishad: difference between insights and research; insight -- the most heavy users of social media is not the ones that have the most leverage, sometimes the opposing voice is the voice that's heard (detractors).

Carol: believes you have to look at brand before you look too deep into weighing a business decision on insights.

Q: Is social media going to end up at PR or what?

Jeff: it has to be integrated, but don't think about campaigns anymore. It can't have a time-frame. It's ongoing.

Neil: In many cases, it's neither social or media. It's about the permanent conversation.

Rishad: Need to view it all as marketing and not advertising or social media.

Carol: Suggests ad agencies not create a storyboard for a message because that automatically pushes broadcast medium. Coke is asking that they just bring an idea and they will determine the channel and hopefully use it across the board.

Neil: "Expectations of consumer is changing more rapidly than anything else."

Q: In search-based world, is creativity still part of marketing plan?

Carol: It goes back to content. "It doesn't matter if an ad is very targeted, the ad has to be compelling."

Q: Demand for metrics?

Jeff: It will all come together. Too much focus on metrics in beginning and not enough on actual advertising and marketing.

Carol: End user is what really matters and that's where creativity comes into play which really goes back to basic marketing.