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2011 Conversational Marketing Summit in New York

Kenneth Alan Grossberg (Professor of marketing and strategy at Waseda Business School, Waseda University, Tokyo, Japan and the founding director of the Waseda Marketing Forum (kengross@waseda.jp))

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 8 November 2011

Abstract

Purpose

The author listened to many major corporate players discuss the brave new world of brand conversations and content engagement at the 2011 CM (“Conversational Marketing”) Summit in New York. This paper aims to reveal his conclusion is that we have a lot of new lessons to learn about social media.

Design/methodology/approach

The author reports on eight conference presentations by leading marketers from Facebook, Twitter, PepsiCo, Sony, VISA and others.

Findings

The theme of scalable real time analysis of metrics and messages, and strategic implementation of user‐friendly and effective communication based on that endless river of data, ran through most of the comments made at the conference.

Practical implications

The social network business proposition can be driven by either of two approaches, hi‐tech artificial intelligence or the personal‐folksy local experience, each enriching the communication between marketer and consumer. Identify the conversation customers want to have and to support their interests so that companies can create an ad that is, more or less, a “content experience.”

Originality/value

The paper explains how, as companies race to keep pace with the meteoric rise of social networking as a central matrix for human communications, they are learning to master this new commercial universe.

Keywords

Citation

Grossberg, K.A. (2011), "2011 Conversational Marketing Summit in New York", Strategy & Leadership, Vol. 39 No. 6, pp. 48-50. https://doi.org/10.1108/10878571111176637

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited