Listen to this presentation about Discover Card's integrated marketing program designed to increase brand awareness and drive consideration.Discover sought to challenge the perceptions of the industry and communicate the idea that it's a different kind of credit card company -- one that values relationships and helps its card members get ahead everyday so they can have a brighter financial future. Discover's overall marketing approach and companion digital strategy provided the opportunity to engage new, current and potential card members through a variety of innovative elements, including the use of content in its advertising mix.
Mark Hosbein and Sam Wehrs discussed the objectives of the integrated marketing program designed to increase brand awareness and drive Discover Card consideration in this session.
The panel explored how Discover brought its integrated marketing plan to life across the entire marketing mix with a focus on integrated content, shared their objectives for the marketplace, how the objectives translated those into the communications strategy and creative and gave examples of specific content applications both on media and creative sides. Hosbein and Wehrs also gave a high level overview of tracking and measurement plans. The session provided a first-hand look at the technologies today's brand marketer should be considering when exploring advertising opportunities designed to monetize the explosion of content on the web.
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Speaker(s): Mark Hosbein, Discover Financial Services; Sam Wehrs, Starcom
Format: 00:53:43, 61.4 MB, MP3