DMAi 2014 Convention

Having the tenacity, creativity and corporate judgment to insert oneself into a cultural conversation that has nothing to do with your product was a bold move that suddenly everyone wanted to mimic. But it raises an important question about how marketers make use of the data, the social channels and the content marketing tools now available to them. Does a brand need or want to be in real-time conversation with the culture? Do you really need a “newsroom” that keeps you ever present on social platforms? Is rapid response even appropriate to every brand? What kind of team does it require?