If you’ve been to New York City and traipsed around midtown you’ve probably seen them everywhere. Bikes rolling up-and-down city avenues, cleverly labeled, “Citi Bikes.” Mary Hines, the Chief Marketing Officer, US Consumer at Citi, had just joined the company when the partnership was solidified, and she joined Marketing Trends to discuss why partnership marketing, like what happened with those bikes, need to be seamless if you want to succeed. Plus, a conversation about the importance of aligning your values with the consumer, and why traditional campaigns are a thing of the past.
3 Takeaways:
- Make sure you’re integrated with your customers’ behaviors instead of integrating them into what you have to offer
- Digital marketing needs to be a seamless experience
- Brands are switching from traditional campaigns to journey-based
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