Welcome to “Brave New World,” a special issue of Marketing aimed at helping marketers navigate the rapidly changing digital landscape. These insightful features, profiles and case studies offer strategies and solutions to help marketers thrive in a challenging new age by capitalizing on the endless opportunities it presents.
To create this special issue, Marketing enlisted the help of one of North America’s leading digital visionaries to pinch-hit as guest editor: Mitch Joel, president of Twist Image.
In “The New Game-Changer,” Joel explores how digital channels have changed consumer attention and intent and offers suggestions on how marketers can adapt and keep pace. This, and other key themes, are explored in “Talkin’ About A Revolution,” where Joel joins digital media leaders Seth Godin, Charlene Li, Shelly Palmer and David Weinberger in an enlightening roundtable discussion about major shifts in the digital space. “Frankly, I was humbled to be asked to work on this issue,” Joel told me recently. Not as happy as we—and marketers everywhere—are for his willingness to take part in this important project.
Matt Nicholls
Editor, Marketing
The New Game-Changer
We talk about the economic crisis. We talk about the environmental crisis. Let’s talk about the realities of the marketing crisis.
Talkin’ About A Revolution
In this Marketing virtual roundtable, moderated by guest editor MITCH JOEL, some of the top minds in marketing and media-SETH GODIN, CHARLENE LI, SHELLY PALMER and DAVID WEINBERGER-discuss the major shift to the digital age and why marketers must heed the adage: adapt or die
Cool Campaigns (That Worked)
Brands big and small are using the latest social media tools to connect with consumers. Whether to market new products or build brand goodwill, these three campaigns report impressive metrics
24-Hour PR People
Now that PR disasters can break out online at all hours, JEROMY LLOYD wonders, are BlackBerrys and caffeine the only answer to social media crisis management?
The Numbers Game
Social media was made to measure for marketers who know what to look for
I’LL DRINK TO THAT
Marketing‘s RUSS MARTIN was among 40 bloggers enlisted to host a party for Carlsberg, then blog about it, as the brand aims to up its cool factor
THE NEW NEWS
Some media companies are building innovative formats for the digital era, but a successful business model is proving elusive
MOLSON GETS SOCIAL
Molson has been one of Canada’s more aggressive brands when it comes to using social media to reach out to consumers.
VIDEO CREATIVE EYE
John Farquhar critiques the outdoor ads in Toronto’s Dundas Square for our first-ever video Creative Eye.
GEEKS AND GURUS
Marketing highlights big thinkers, cutting-edge communicators and trailblazers in the digital world
Michael Tippett, co-founder and chief marketing officer, NowPublic.com, Vancouver
Andy Nulman, co-founder, president and chief marketing officer, Airborne Mobile, Montreal
Amber MacArthur, co-founder MGI, new media specialist for CP24, Toronto
Michael Wesch, assistant professor of Cultural Anthropology, Kansas State University,Manhattan, Kansas
Lee Lefever, founder, Common Craft, Seattle
Neil Pasricha, blogger, 1,000 Awesome Things, double Webby winner 2009 for best personal/cultural blog
