Video: Mini’s Lee Nadler on Marketing and Media Innovation

NADLER At the end of the day people need to sell their product or service so we have to keep an eye on selling cars Aamp160lot of times people forget that when they talk about impressions and awareness and all that What we try to look at is a continuum And the change which is so dramatically different now is that the purchase funnel is no longer linear amp160People are moving from place to place consuming media in different bites and in different ways whereas we used to think they went from awareness to consideration to maybe an action and then a saleNADLER Now we can watch and interact with people as they39re taking certain actions Each of those actions even if it39s not a sale at the end those actions are indicators amp160How can media actually connect with people at the right time with the right message depending on where they are in the process Watch Lee39s full interview hereNADLER It39s a challenge for the agencies but I also think it39s a challenge for the media companies because the agencies will have the data that they39re given and then the media firms themselves will only have their slice of the data That39s why networks became so advantageous like DoubleClick where I started in 3996 amp160It39s interesting how some of the techniques still being used today were formed now 20 years ago when I started thereNADLER I think there39s a big struggle right now of people trying to understand how to get their hands around whatamp160some are calling big data But it39s not about the numbers so much It39s about understanding where that individual is in the process Watch Lee39s full interview hereNADLER One of the greatest things about the industry right now especially from the media side is that there are a lot of media companies starting content studios The media partners themselves have an understanding of their audience and what is actually going to connect with their audience Like what kind of content they39re coming to this publication or this TV programming for or this website for And if they can take their content studios and not just create cool stuff cheaper but actually bring those insights to the table now there is a merging of what I know about the audience I39m trying to reach and what they love about our product but also what the content provider knows about their audience and what they love about their content The magic happens when you can put those things togetherNADLER I think people are still stuck so much on the efficiency and the metrics that they39re not spending enough time trying to figure out how to actually engage with people in these different channels Watch Lee39s full interview hereNADLER Branded content is a term that I guess is here to stay I understand the reason we have a name like that But I really look at it as engagement content amp160Its got to be engaging to the audience first and foremost I think if we start by looking at it as branded content meaning we39re going to get out message through content that39s the wrong way to go about it Mini Takes the States is a program that we do every two years It39s a way to engage with our owners and it doesn39t start with content It actually starts with motoring across the country together for two weeksPart of what we39re trying to do there is really engage with people and part of what we39re trying to do then through content is be able to share and amplify the stories to try and show other people about the passion that Mini owners have amp160You mentioned two partners who we worked with successfully one BuzzFeed and the otheramp160The Wall Street JournalWatch my full interview with Mini39s Lee Nadler hereamp160and view the full Legends ampamp Leaders Video Interview Series hereClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Video: Mini’s Lee Nadler on Marketing and Media Innovation

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Jack Myers

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