David Cooperstein, an industry leading expert in digital marketing and strategy, will be speaking for the Advertising Federation of Minnesota’s (Ad Fed) monthly breakfast presentation on Thursday, September 13. Cooperstein’s presentation, “It’s Time to Rebuild Your Brand for the 21st Century,” will delve into the many areas of branding.
Customer-obsessed companies are out-innovating and out-maneuvering their competitors by leveraging consumer-empowering technology,” said Cooperstein. An Internet veteran of more than 20 years, Cooperstein remembers the “black and white” days when the Internet was “a bunch of data.” Then Mozilla came around and made the Internet a powerful medium. One of his first memories was presenting the Internet to a direct marketer in 1994. The client didn’t understand the concepts being presented, so Cooperstein had the client sit down and start browsing. Cooperstein and his team were kicked out of the room for the rest of the day while the direct marketer, who had never been on the Internet, browsed and learned, and found himself amazed with its power and potential…
The Internet is now fundamental to consumers daily lives. Think about life before and after the telephone. The telephone isn’t a perk, it’s a must have; so is Internet access. Many consumers don’t buy products, go to the movies, or even decide what they will have for dinner without checking out the Internet first. This is also why branding for this form of consumption is essential. Something to keep in mind for Cooperstein’s presentation on September 13 is that building a brand has changed significantly, even from just a few years ago. Consumers have much more control than they used to, so brands need to rethink the way they express themselves in all of the Internet channels available.
The scalable intimacy and the ability for people to communicate with one or many people on a personal level — without having to work too hard — is key to a successful marketing plan. It is even more important to focus on than just the one-way direction of online media in general. Scalable intimacy is understanding the age of the consumer. All of this social intimacy is happening and marketing strategies need to adjust to deal with that. The consumer has the ability to connect with others, through mobile devices and multi-tab browsing; it is all-enabling. The consumer is able to check out more options, do more research, compare companies and products at a higher rate than ever before. Companies need to plan their marketing strategies to make it easy for potential customers to explore their options.
To learn more, attend David Cooperstein’s presentation on Thursday, September 13 visit http://adfed.org/events/details.aspx?EventID=171
Visit the Forrester blog: http://blogs.forrester.com/” and Cooperstein’s Forbes blog: http://blogs.forbes.com/davidcooperstein/
