Content Disrupted: Bold Takes on Brand Marketing The Inside Track to Enterprise Marketing Transformation
Nov 2, 2023
50:46
Navigating the challenges of unifying messaging and adopting data-driven marketing processes is especially complex for large enterprises. Reckitt, the parent company behind renowned brands like Lysol, Clearasil, Woolite, and Enfamil, confronted these obstacles when recognizing the need to shift from traditional to digital marketing practices. In this episode of Content Disrupted, Sameer Amin, Reckitt's Global Director of Data-Driven Marketing and Media, offers a behind-the-scenes look at the brand's digital marketing strategy, emphasizing how it integrates products, purpose, people, and methods. In the process, he shares best practices for rallying teams and stakeholders around an enterprise-wide digital transformation initiative.
Episode Highlights:
- [00:30] The Shift from Traditional Media to Digital
- [05:18] The Power of Digital Channels
- [10:37] Balancing Consistency and Customization in Messaging
- [13:54] The Brand Habitat: An Ecosystem Connected by Brand Purpose
- [20:56] The Role of Data in Digital Marketing
- [24:00] Aligning Brand Purpose to In-Market Behavior Change
- [34:46] Driving Transformation: Overcoming Challenges and Building Alignment
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