Wednesday, January 30, 2008

New Media and Super Bowl XLII

Like altogether too many other writers, I started Super Bowl coverage back in October with a post on Frito-Lay’s 2008 contest. I’ve been looking to see what else is going on in the new media arena, and here’s an inventory of what you can watch for during Sunday’s big game.

View the video here.

Ad Age’s list of advertisers for the big game contains many of the usual suspects—Anheuser-Busch, Coke, Pepsi, and FedEx, for example. A-B has a long and illustrious history of Super Bowl advertising, and Bob Lachky’s take on the good, the bad and the difficult decisions is interesting. Some advertisers are returning after a hiatus—Kraft, eTrade and Victoria’s Secret Fall into that category. GoDaddy falls into a category all its own—the most outrageous ad rejected by the network, and again this year it’s getting publicity from people like me even though the ad itself will only air on YouTube. Here are links to a series of Ad Age articles leading up to the big day.

Super Bowl XLII continues a trend begun last year to include user-generated content, although contests and other efforts to drive viewers to websites during the game have taken place for a number of years. My memory is untrustworthy, so I’ll take Neil Perry’s word for the efforts in 2007. In iMedia Connection he lists:
•Doritos' "Crash the Super Bowl" campaign solicited 30-second commercials from consumers, and two out of thousands of submissions aired during the game. Both spots were voted high up in the "most-liked" polls.
•The NFL asked for ideas or commercial sketches from consumers. NFL produced, filmed and polished the winning idea into the final commercial spot.
•General Motors took a college campus approach with 400+ colleges participating to present their best storyboards and then having an ad agency produce the ad.

Alka-Seltzer also ran another installment of its long-running Plop-Plop Fizz-Fizz contest leading up to Super Bowl XLI. The winning video in this contest was run in the pre-game, so it didn’t make the official list.

This year the participants are:

The Doritos "Crash the Superbowl" site has the three top vote-getters posted. The winner will be announced during the game.

Sports memorabilia manufacturer Upper Deck offered two trips to the game for to the winner of its “Best Celebratory Dance” video contest. 63 (acceptable) videos were submitted and a rather sweet one entitled “Doggy McGuire” was the winner.

Also offering two trips to the Super Bowl is Molson Coors Brewing. Since a grand prize winner has not yet been announced, it looks as if the prize will be awarded for next year. It’s all a bit confusing and you might want to look at the website (multiple statements of age required!) and the contest rules.
Photo contests are a natural for Canon, which has sponsored many over the years. It bills itself as the Official Camera of the NFL and has already announced a contest for Super Bowl XLIII. As far as I can tell Canon doesn’t have an ad buy for Super Bowl XLII. The contest began on January 14 and has its own website but the only way I could find it is through a link on the press release on the Canon USA site. Also a bit confusing.

The NFL, as part of the Sprint NFL Access Tour ran a locally-based video contest. See the Winners tab on the site.

View the colonel's invitation and the winner.

KFC and the “Show Us Your Hot Wings” video contest get my vote as the most creative and the most fun. Here’s the Colonel’s invitation and the winner (I’m not going to explain; you’ll have to watch it for yourself). I think you’ll agree the consumer-created video is far more fun than the Colonel’s, but it was probably planned that way.

If you are not suffering from total Super Bowl fatigue, Nielsen will be using its Hey!Nielsen social network to assess ads during the game. According to the extensive Nielsen Super Bowl overview,following the game its AdWeek magazine will host a discussion of the ads involving bloggers and other new media types. If you’re not totally exhausted, you can visit their media blog or their ad blog.

Personally, I’m tired just thinking about all the energy being expended. I think the good news is that a lot of it is consumer/fan/viewer energy associated with this uniquely American institution!
Sphere: Related Content

Tuesday, January 29, 2008

Marketing in Vietnam

The Environment. As already noted, when preparing for my 2007 teaching visit to Vietnam I attempted to do typical due diligence about the marketing situation there, but I came up with an almost totally blank slate. I could find basic economic data, but marketing data was almost non-existent. Sure I was missing something, I contacted eMarketer and found someone who was kind enough to search their files. He came up with exactly three tables that included Vietnamese data, so I knew I hadn’t missed much.

Since it was opened up to Western investment in 2001, Vietnam has become one of the world’s fastest-growing economies, albeit on a small base. Here are some key statistics from their statistical bureau. A search for economic data turns up quite a few blog entries, but I’ve stuck to statistics from governments or major world economic organizations. Vietnam has a page on the UN website that has current news, statistics and links. It was admitted to the World Trade Organization in January 2007 and has a page that has news and trade links as well as a link to a page with trade stats.

The economic statistics paint a picture of rapid economic growth. However, when you consider the size of the base on which growth is calculated, it is evident that growth was slow for decades following the war. The exchange rate of roughly 15,000 dong to the dollar also suggests inflation, which the State Department (which has a page with good narrative) says was 300% in 1987, but which has been brought under control in preparation for entry into the WTO. In fact, the exchange rate did not change perceptibly between my trips in January 2007 and 2008. Since the dollar was declining against major world currencies in 2007 that would say something to an economist, I’m sure. To me as a marketer, it says that Vietnam remains a very affordable tourist destination.

Here are some other key facts, all drawn from the ranking page of the the CIA World Factbook, which also has detailed narrative on many political, social and economic characteristics of the country. Against all other countries for which data is available in 2006/2007 Vietnam ranks:

•15th in population
•13th in size of the labor force
•24th in rate of growth of real GNP
•168th in per capita GNP.

One of the first things a traveler notices is construction everywhere, in rural areas as well as urban. Motorbikes clog the streets in cities, and there are plenty of taxis but few private cars. In Saigon, public transportation takes the form of buses and they are much in evidence on the streets. Another sign of the level of economic development is the ubiquitous street vendors. Some are in native dress and appear to be selling produce directly from family farms. Others have thriving businesses in everything from t-shirts to paper products and there are many pushcarts that offer a wide array of Vietnamese food. Most of the retail shops are small, but there are shopping malls, department stores and supermarkets. I noticed a sign that said that the Co-Op Mart, the largest supermarket chain at least in Saigon, was opening convenience stores, so signs of an emerging consumer economy are all around. There are many KFC outlets and I was told that the first McDonald’s franchise has been awarded in Saigon but is not yet open.

The evidence of a rapidly-growing economy is clear. The state of marketing is not so obvious, but in the next installment I’ll piece together what I’ve been able to learn.
Sphere: Related Content

Whither Video Advertising?

I’ve made multiple posts on this blog and on the eBrandMarketing blog about the increasing importance of video. Every time I think I’ve beaten that subject to death some fascinating new data turns up to inspire me to write another post. That was the case with the eMarketer newsletter of January 28, which gives new insight into video use and to how viewers are handling advertising.

The industry is scrambling to establish standards for video advertising with the IAB taking the lead. Their recent report categorizes types of video advertising and identifies current metrics.A series of iMediaConnection videos, made at an iMedia Summit in March but only recently posted on their site gives an in-depth assessment of the state of the art in content and advertising.
It’s long; each of the three segments runs 15 to 17 minutes. The first segment looks at three very different types of video channels, the NBC Universal Digital Network, Bud TV and the Veoh service. The first 10 minutes is helpful in understanding why they are different and what the relationships are to NBC and Anheuser Busch. The second segment goes into more depth on the nature and production of their content. The third segment discusses advertising using the IAB framework.

The video space is only going to become more vibrant as mobile video (and advertising?) becomes available. eMarketer also published a chart on mobile entertainment revenues on January 28. It made me think about the video that accompanies the current WSJ special report on technology9subscription required). The video interviews a few consumers to get their technology wish list. I’d summarize their requests as “convergence” and “mobile content,” both of which seem to add up to wanting to consume content on the go.

Where content goes, advertising of some kind is sure to follow. The efforts of both leading-edge firms who are creating online content and of leading-edge advertisers who are experimenting with “what works” in the space should be followed closely.
Sphere: Related Content

Monday, January 28, 2008

Are B2B Marketers Getting More Social?

A few days ago I complained about the difficulty of finding data about B2B use of podcasting. Maybe it was just because I was paying more attention (isn’t that a known psychological mechanism?), but I soon ran across some data suggesting that B2B marketers are making use of social media.

Studies by the ANA/BtoB Magazine and Direct Impact Marketing/Buzz Marketing for Technology agree that blogs and RSS are among the most used of the Web 2.0 tools. Add to that Web 1.0—websites, email, SEM and webinars. It suggests a rich menu of tools on which B2B marketers can spend the increasing proportion of their budgets that are going online (both eMarketer charts, newsletter, Jan 14, 2008).

According to Marketing Charts:

B2B marketers have adopted blogs and RSS more than other Web 2.0 tools such as wikis, according to the report; moreover, smaller marketers - the Davids among the Goliaths - are at the forefront: [emphasis mine] Some three-quarters of surveyed marketers that have deployed Web 2.0 tools are in companies of 10,000 or fewer people.

In the B2B arena where marketers usually know who their customers are and how to contact them, most companies still have a long way to go in establishing meaningful online dialog with their customers. There’s little doubt that B2B marketers are afflicted by the same concerns about new media as their B2C counterparts—lack of understanding of new media and desire to maintain control over their message in particular. The same arguments apply—marketers need to engage with their customers in as personal and relevant way as possible, and they must understand what is being said about their brands on all platforms.

The trend is in the right direction, but marketers in large corporations seem to be behind the curve. They need to reexamine the policies that inhibit employees from freely engaging with customers and provide incentives for meaningful use of new media to encourage relevant dialog. They’ll not only have happier customers, they’ll be making better use of those marketing budgets.
Sphere: Related Content

Saturday, January 26, 2008

Traveling in Vietnam: Second Trip--January 2008

Read first installment here.
In Saigon. This time I left time at both the beginning and end of the trip for sightseeing and travel. I headquartered at the Au Lac Hotel, a smaller three-star establishment on Nguyen Thj Minh Khai street in District 3. It’s one block over from the War Museum, if that places it for any of you.

As last year, I found the free breakfast buffet not only extremely tasty (I like Vietnamese food) but so plentiful that I could generally make it through the rest of the day on fruit and South Beach bars in my room. In fact, I had to. The amount of salt, and especially MSG, used in traditional Vietnamese cooking is far beyond what a mostly-organic American can tolerate. I was told that some Saigon restaurants were eliminating MSG and publicizing the fact, but I didn’t see any evidence of that. I drank at least one cup of herbal detox tea each day (yes, I brought it with me) to counter the effects. MSG is something the tourist industry should consider.

The Au Lac is not one of the new luxury hotels going up all over the city, but it has served me well on two trips. If the service is sometimes a bit uneven (mini bar not fully stocked when I arrived; on first leg of trip was in older room where shower leaked into an interesting drain contraption on the floor), the staff made up for it with their cheerful willingness to serve. Housekeeping staff who seemed to speak no English greeted me cheerfully whenever they saw me. Dining room staff generally spoke a little English and quickly fulfilled requests with a smile. Most of the front-desk personnel spoke enough English to give good service. All was done with cheerful good nature, which I found to be consistently true wherever I sent.

Before I set off, a word about the name of the city. Since the end of the war it has officially been Ho Chi Minh City. One resident told me that’s the legal name, but “in our hearts it’s still Saigon.” That’s the way people refer to it in everyday conversation.

The traffic is as bad as you’ve heard—some private cars, taxis and minibuses, public transport buses and tour buses, and the endless motorbikes. An interesting wrinkle
is the helmet law that went into effect at the end of last year. Unlike a few years ago when the government backed down on a helmet requirement, they seem entirely serious about enforcing it for adult motorbikers, although it does not include children or bicycle riders—both seeming oversights! I asked one of my Vietnamese hosts if people resisted the law and her laughing reply was, “We weren’t allowed to resist.” The socialist government is alive and well.

During my free day I found my way back to a wonderful street of antique stalls near the huge (and hot and airless) indoor Ben Thanh market. Le Cong Kieu Street is a delight, with some pricey antiques and a strong chance of getting ripped off, I’m told. But that doesn’t keep it from being lots of fun. On the other side of Ben Thanh there’s an open-air market that I’m told specializes in war artifacts. I didn’t make it there but it also looks interesting.

I did make it to the shopping streets that are plentiful as you move from District 3 into District 1, past the park in front of the Presidential Palace and near some of the luxury hotels. There are lots of street vendors (tshirts for as little as $1 American, Vietnamese food, bottled water and—thankfully—Diet Coke). There are interesting shops—art galleries, lots of silk, jewelry and watches and custom tailors. In spite of the heat and humidity, Saigon is tourist-friendly with an abundance of small parks where you can sit and watch the street life and a fair number of open cafes. There are surprisingly few panhandlers on the streets and vendors are generally polite. Even the constant offers of rides on motorbikes are polite, not insistent.

A lot of things are a real bargain—witness the “foot massage” I got for $10 American. It wasn’t what I expected; it included scalp massage, a cucumber facial, hot rocks and walking on my back, stretching of various kinds, and—oh yes—good work on my tired feet and legs. It ended with a cup of green tea and some fruit, as most things in Vietnam seem to do.

The one bad call I made was booking a dinner cruise on the river. I was suspicious when the hotel staff didn’t seem to be familiar with the dock area, although I had an address and a map that showed it clearly. It was fully dark when I left the hotel, and the taxi driver didn’t know where to find the dock. Unlike the streets of Districts 3 and 1, the further we went the more deserted it got. It clearly wasn’t a place where I wanted to be looking for a taxi at 9 p.m. to get back to the hotel. Even though it was a reputable tour provider, I turned around and went back to the hotel. A transfer service provided by the tour operator would have salvaged that one.

Overall, I felt as safe on the streets of Saigon as I feel on the streets of other large cities. I’m often alone, so that translates to being fine during the day and being careful how far and where I go at night. When you don’t speak the language, it makes especially good sense to be careful, but overall I found the Vietnamese people to be kind, caring and genuinely welcoming to tourists.

Friday, January 25, 2008

Traveling in Vietnam; First Trip, 2007

In January 2007 I made my first trip to Ho Chi Minh City in Vietnam. Most of my time was spent teaching, but I got an introduction to the country that made me look forward to more.

I hadn’t booked anything before I arrived, so I had to scramble for a half-day city tour. With the help of a travel agency I found one at a Sinh Café location. It really is a combination café and tour service. It is Vietnamese owned and shows evidence of the need to further develop the tourist infrastructure. The tour was about 3 hours long. We went to the War Museum, which every American should see once and probably will not want to see again. Then we visited the Presidential Palace, now a museum, but without a great deal to see. This is a view of Saigon from the palace. Finally we stopped at the National Cathedral. A wedding was in progress, so we couldn’t go inside; instead we walked across the street to the post office. That wasn’t much to see for 3 hours and there was no driving tour of the city to highlight major areas to which tourists might want to return.

That said, the tour guide spoke reasonable English and was friendly and willing to answer questions. I met an American woman traveling with a Vietnamese-born friend who has lived in the US for several years. Our reactions to the war museum were interesting. I introduced myself because I needed an American to talk to. We were both disturbed by what we saw, even though we had seen and heard virtually all of it during the war itself. Seeing it again in the context of the Iraq caused feelings of anger and frustration. The woman born in Vietnam told us we should “just move on,” which seems to be a common feeling, at least in the southern part of Vietnam. I wish I could, but if we had learned the lessons of that war, we wouldn’t be in Iraq now.

I was immediately captivated by Saigon itself. The French Colonial architecture and the general aura of charming deterioration reminded both Americans of New Orleans—before the flood. It was also my first introduction to Vietnamese hospitality. The two ladies invited me to join them (Vietnamese husband now included) for dinner at an outdoor restaurant that evening. The food was as good as the hospitality and we could see it being prepared. It was a great experience and one I wouldn’t have on my own, because I don’t think people who don’t know the food and/or language would be able to handle it. We parted at the end of the evening, the three of them to a Mekong Delta tour of several days run by the same tour group, which they reported later was enjoyable.

Before I went to work, I had a day on my own. It was fun, but the many short streets are hard to navigate and my map was in Vietnamese. It’s really hard to find things like a map in English once you are there. Extensive research on the web before you go and an up-to-date guidebook are highly recommended.

With those experiences in mind, and a desire to see more of Saigon and the surrounding area, I allowed more time and prepared for some tourism this year. I booked two activities through Viator, a large multinational travel company. That was a breeze. I also booked a three-day cruise on the Mekong River through a local company with headquarters in Hanoi and an office in Saigon. I already knew that I wasn’t going to be able to use a credit card to pay for it. They recommended Western Union, which seemed reasonable to me. I went to the Western Union web site, gave my information, the necessary information about Tuan Lihn Travel, credit card number, and selected Vietnam from the pull-down menu. Having done everything right, I watched the site implode in my face. It not only refused my transfer, the refusal blocked my credit card. Ugh!

In the end, I had to take cash and visit a local Western Union office in order to make the transfer. Maybe the travel company should have told me that; certainly Western Union should not have included Vietnam on the menu of countries where you can use your credit card to transfer money. It appears that they do not make any kind of transfer into Vietnam that can link to a credit card or bank account number. Stating that on the website would have saved me annoyance. It’s a sign of the lack of trust in the Vietnamese financial system that I’ll describe further in the marketing section of my travelogue.

Thursday, January 24, 2008

Operationalizing Trust

A recent article in MarketingVox describes a UK shopping site that takes consumer recommendations a step further. TouchLocal is a directory site for local businesses all across the UK. It recently added “circles of trust” to its consumer reviews.

We know that consumer reviews are important when Internet users are researching projects. But, truth is, most reviewers are unknown quantities and readers often wonder if they are trustworthy. Maybe even more important, “Is the person using the same criteria I’d use in judging the product?”

The user identifies groups that she wants to join. Then she can invite her friends to join the groups. TouchLocal makes it easy to export the entire contacts list from an email account—a good way to lose friends, in my opinion! The user can be more selective by entering addresses manually and can also identify friends who are already registered with TouchLocal.
Then, according to the M2 PressWIRE service:

Using its custom "Circles" social networking engine, TouchLocal users put other members into circles of trust that are graphically represented on screen. For example, a sibling or close friend is likely to be in the highest circle of trust whereas a colleague or acquaintance may be in another circle. These circles then combine to give users both expert knowledge and increased confidence in choosing the local companies they want to work with.

Apparently the user assigns friends to the trust levels based on how well she knows them and their levels of expertise. Sounds good to me!

I don’t know of any product comparison sites using this particular model in the US. There are a number of sites where users can easily communicate with one another, and they seem to be growing rapidly.
Well established sites like TripAdvisor not only provide reviews but also allow the user to ask questions of other users. Again, respondents are likely to be unknown quantities, lessening the value of their advice.

Users like to review products and their main motive appears to be helpfulness, pure and simple. Recent data from Forrester (Marketing First Look newsletter, January 23, 2008)shows many recommendations but relatively little taking place on the web. In situations where users who are known to one another have experiences in common—and local shopping seems to be a prime instance, adding trust to the mix may well increase the number and value of recommendations. It seems to be worth a try!
Sphere: Related Content

Wednesday, January 23, 2008

Podcasting for Marketers

In recent weeks I’ve been talking to two people in very different situations about adding podcasts to their marketing communications offering. The situations are different, but the common theme is the desire to provide detailed information and various perspectives to identifiable niche markets. I’ve been looking at both the mechanics and best practices for those who wish to podcast. For marketers who don’t want to podcast themselves, podcasts that successfully reach their target audiences offer another advertising opportunity.

A 2005 post on the O’Reilly digital media blog outlines the basics. It all still applies except that the hardware changes quickly, so you’ll want to look for latest, well-reviewed pieces of equipment. The good news is that not much is necessary—a mic for your laptop and podcasting software will get you started. Active podcasters like to record in the field and there are many cool new devices for capturing live events. You’ll also notice that there is more software available for Apple systems than for Microsoft—surprise, surprise!—but whichever operating system you use, you can find what you need, and free software will meet most needs. That said, it’s not the technology that’s the issue, it’s identifying the need for podcasts and integrating them into your overall marketing communications strategy. Christopher Penn, CIO of the Student Loan Network, is well known in the podcasting community for the success of his podcasts. He has a clear target audience—prospective and actual college students and their parents. They need the information in his podcasts and he makes it easy to subscribe, even pointing out that an iPod isn’t necessary. Most podcasters simply have a page on the main site. Chris has a well-organized microsite that is visually integrated with the main site while it focuses visitors on the podcasts. He podcasts on a consistent schedule and often brings in outside experts. His microsite is welcoming to parents who aren’t into the new media scene, while it encourages their children to do things like “add this to your Facebook page.” It also has other features that engage his high-school and college age audience such as links to “free stuff” and job search information. Brian Carroll offers good advice for beginning podcasters on Marketing Profs (free registration required).

Lesson #1: Producing your own podcasts must be an element of overall communications strategy. In developing a podcasting strategy, ask questions like “is this a customer acquisition or retention mechanism?” and “how am I going to attract listeners/subscribers to the podcasts?” Answering the second question will put the issue of integrated marketing communications squarely into focus.

It has been a couple of years since leading-edge marketers recognized that advertising on or sponsoring podcasts was a targeted advertising opportunity. One of the first to acquire sponsorship was MommyCast, still sponsored by Dixie. Since I was last on the site they have added a weekly Internet radio show to their product line. Young mothers rely heavily on the Internet for information and this successful podcast has turned out to be a great way to reach them. Ad networks Radio Tail and Wizzard Media help marketers reach the niche markets represented by podcasts and Podbridge/Volo Media offers metrics services. Here’s some advice for advertisers.

The conventional wisdom is that B2B marketers have been slow to adopt podcasts, which seem a natural for reaching customers with current developments. Current data about B2B podcasting is in short supply, but a directory called PodFeed lists over 600 podcasts that have the tag “business.”

Lesson #2: Marketers can sponsor individual podcasts or use ad networks to reach podcast audiences with their online advertising.

Podcasts probably aren’t for everyone (marketer or user!) but their ability to deliver information to customers and advertising to targeted audiences makes them worthy of consideration.
Sphere: Related Content

Tuesday, January 22, 2008

Dayparting and Video Consumption

I enjoyed my time in Vietnam and I’ll be posting a series detailing what I’ve learned about marketing there and another about my travels. I’m also happy to be back and trying to catch up on what’s been going on in social media over the past three weeks.

Something that caught my eye while I was gone was the article in the New York Times on lunchtime video. That's not a surprise to those of us who have consumed Internet content, including video, over lunch at our desks for years! As a recognizable trend, it’s clearly something else that marketers need to figure into their media buys.

The most recent data I could locate is from comscore Video Metrix.Two issues are obvious:
1.Weekday video viewing is high during the core workday and from 8 – 11 p.m. but even higher in the 5 – 8 pm daypart.
2.The pattern changes markedly on weekends, with viewing high all afternoon but highest from 7 – 11 pm.

What are they watching? While the specific answer is obviously segment-specific, we can also make some generalizations about that:
•According to the Times article and the comscore data, they are “snacking” on short videos, leaving longer segments for evenings and weekends.
•There are numerous sites that offer popular lunchtime fare, including portals and large media sites. This list from a Canadian entertainment writer has sites catering to various segments.
Last year Pew found that 57% of Internet users (74% of broadband users)had viewed or downloaded video. A study published this month found that 48% of users had visited a video-sharing site and that daily use of these sites has doubled in the past year.
•Mobile video is on the horizon; a recent study described by Media Post found that 41% of teenagers have cell phones with video downloading capability and half of them have actually downloaded videos. Since mobile translates to “on the go” that will shift the dayparting algorithm.

So video—on the desktop or on mobile devices—represents another advertising opportunity for marketers. First, they must understand the video viewing behavior of their target audiences. Then they will be able to take advantage of the dayparting being offered by publisher sites. Sites like and CNN allow marketers to target video advertising demographically or behaviorally and then refine their ad buy with dayparts.

The voracious appetite for video on the part of web users is undeniable. It creates another opportunity for marketers to target advertising to a time and context that makes it relevant to the viewer. The next step is for marketers to factor video advertising into their media buying and scheduling activities.
Sphere: Related Content

Tuesday, January 1, 2008

DIY Marketing "Going Dark" While I Teach in Vietnam

DIY Marketing is going to take a brief respite while I teach and travel in Vietnam. I was there last year and found the experience both enjoyable and unsettling. The people were wonderful and I enjoyed the teaching experience, but I was taken aback by the state of the marketing infrastructure there.

Before I left, I tried to do my due diligence and was surprised that the only really in depth information I could find was in the CIA Factbook. It has a good section on the economics of the country but information on the business infrastructure seemed almost non-existent. My friends at eMarketer found a few charts that included Vietnam, but nothing of any depth.What I didn’t realize was that Vietnam had been essentially closed to outside investment and businesses until about six years ago. That means they had a lot of catching up to do in many ways. I found the marketing infrastructure, as I’m accustomed to it in the US and Europe, almost nonexistent. That made teaching Direct Marketing and CRM something of a challenge, but nothing compared to the challenge of conducting marketing operations there.

I leave tomorrow to teach CRM and Advertising and Promotion with a much better idea of what to expect. But I also look forward to finding out about positive advancements that have been made in the past year.

When I return I’ll diverge from the social media theme of this blog for some of the first few posts. I want to get down what I see and hear about the marketing environment there and if I can encourage participation from a few of the executives in my classes there, that will be a real plus.

I’ll look forward to picking up on January 21!
Sphere: Related Content