Panel - Digital Influence on Purchase Decisions: Marketing View
Digital Influence on Purchase Decisions: Marketing View
We hear all the time about how digital and social media are changing the advertising and marketing/communications landscape. The ARF has embarked on a landmark study, the ARF Arrowhead research project, to understand how these channels are influencing the way people acquire goods and services. Now you can hear from three companies—GM, Motorola, and Kraft—who have invested heavily in these channels and participated in the ARF study. Why do they feel that this is an important area to understand? How are these channels a good fit for corporate objectives and strategies? These enterprises’ products reflect long, middle and short-term purchase cycles. How does that influence the ways they approach these challenges?
Jon Beebe - Director, Digital & Social Integration, General Motors
Blagica Bottigliero – Director, Global Social Media for Motorola Mobility, Motorola
Cindy Chen - Marketing Director, Oreo, Kraft Foods
Todd Powers – EVP, Primary Research, ARF