Last year Katie Vanneck-Smith talked about what she’s learnt at News International as chief marketing officer, following their “single biggest strategic mistake”.
Here’s a a selection of headline quotes, give yourself the 13 minutes to watch it all.
- “Unstoppable page view growth and unstartable profits”
- “15% of The Times are delivered on tablets.”
- “Ask yourself, is TV the right media to market a product that actually only costs 30p to sell?
- “The senior teams in our organisations struggled to understand the power of social media”
- Five big learning a at NI:
- “Break down those hierarchies “
- “Banned digital as a challenge, embraced it as an enabler”
- “Make friends with finance, but marry the technologists”
- “We brought the best tech developers and IT developers into the marketing department… …they’re there to have great ideas, create great stuff, and get it to market really fast”
- “Culture of constant learning and adapting”
- “Got a digital mentor, ie someone who’s under 25 and for them none of this is new”
[youtube]http://youtu.be/ZoO6Z3mME1w[/youtube]
Found by @spirals
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