Opinion: Why utility needs to be marketers' top focus

04/18/2013 | Advertising Age (tiered subscription model)

With expectations changing in a smartphone-dominated world, marketing needs to reorient around the idea of utility -- "that which saves us time, deepens our experience, widens our connection, gives us more control or increases our social capital," write Fred Pfaff and Art Cannon. That will require marketers to think more about how products can deliver value. The FuelBand by Nike is one example, because the experience doesn't end "once you've laced your shoes," but "when you're a new person," they write.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Sales Marketing, Project Manager
Pandora Media, Inc.
Oakland, CA
Senior SEO Strategist
iCrossing, Inc.
New York, NY
Solutions Engineer
Portland, OR
Business Development Associate
inMarket Media LLC
Sr. Manager, Sales Marketing - Mobile
Pandora Media, Inc.
New York, NY