No industry is exempt from upheaval of today’s disruptors. That means every organization needs to transform the way they operate — especially how they use data and engage customers — if they are to grow and thrive. “The ecosystems are more complex; the challenges with technology are complex and expensive,” said John Sheehy, Starcom Worldwide’s global brand president. “So, marketers looking to unlock growth should focus on doing fewer things better, faster.”
“We’re using every tool in the toolbox to amplify our message and sell more trucks,” John Walsh, Mack Trucks’ vice-president of global marketing, said during a fireside chat at Oracle’s Modern Customer Experience conference. Those tools include some very B2C-like influencer and video marketing strategies, which Walsh balances with more traditional partner marketing.
Whether you love it or hate it, the one thing you have to admit about Vegas is that it’s exactly as over-the-top as it promises to be. So, if you have a presence in Las Vegas and you’re going to make a brand promise, you had better deliver on it.
Lilian Tomovich, chief marketing and experience officer for MGM Resorts International, is one person who’s gone all in to ensure that the entertainment behemoth delivers on its promise of wowing its customers not only in Vegas, but also across its portfolio globally.