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Meet Anne McGraw

Anne McGraw is coming back to Red Letter Day talking about the social media insights to the “A Wrinkle in Time” promotion.  Just the social video campaign for the promotion received 27 million digital impressions.  Anne has been a pioneer in social media marketing for Nissan, from an online-only launch of the 100% electric Nissan LEAF to standing up the organization’s first ever social media command center.

As Senior Manager, Social Media Marketing for Nissan North America, Anne is responsible for strategic development and operational deployment of brand and campaign executions on social platforms. She joined Nissan in 2011 and has specialized in digital transformation programs, from an online-only launch of the 100% electric Nissan LEAF to standing up the organization’s first ever social media command center.

Anne will be joining Lanae Jackson, Multicultural Marketing Manager, this year for Red Letter Day as they discuss a Wrinkle In Time Case Study. Oprah called the movie A Wrinkle in Time the new Wizard of Oz for a new generation. It is based on a fantasy book written by a woman, whose hero is a teen girl.  It is produced by a woman, directed by a woman and starred in by a collective of important female stars.  The book has been banned and loved but finally made into a classic movie.  At Red Letter Day, we’ll learn why Nissan thought it was a great vehicle, pun intended, for a promotion.

Want to come hear Anne speak on August 17th in Nashville? You can get tickets for Red Letter Day here.

Internet Time to Surpass Television in 2019

In 2019, we’ll spend more time using the internet than watching TV. People will spend an average of 170.6 minutes a day, or nearly three hours, using the internet for things like shopping, browsing social media, chatting with friends, and streaming music and video in 2019, a recent report by media agency Zenith estimated. That’s a tad more than the 170.3 minutes they’re expected to spend watching TV.  And, by no surprise, in 2016, digital ad spending surpassed TV ad sales for the first time ever.

What are we doing online?

  • In 2010, the average buyer checked five sources before making a purchase. By 2013, that number had grown to 12.
  • Today’s consumers spend over 23 hours a week using apps, viewing video, streaming audio and social networking on their smartphones.
  • Over 83% of adults use a smartphone to access the internet.
  • Almost 59% of households with a TV also own at least one Internet-enabled device such as an Apple TV, Roku, Google Chromecast, Amazon Fire TV, smartphone, computer, laptop or tablet.

But is traditional media dead?  Not really. It’s how we prefer getting our programming. We are getting much of our traditional media online today.  Your radio stations are streamed or you may use Pandora or Spotify.  Your favorite TV is available online from a variety of sources including the television networks. You browse your favorite newspapers online.

Marketers still find value in traditional channels when it comes to brand building, awareness, ad recall and favorability. However, less than one-third of respondents from Nielsen’s new CMO Report 2018 plan to increase their traditional media budgets over the next 12 months.

TV was ranked the most important traditional channel by 51%, and 30% said TV was “extremely important” to their strategy. Like digital, measuring ROI on traditional media is also a struggle, with just 23% saying they were “highly confident” in their ability to track effectiveness.

So understanding our consumers, segmenting them and understanding their media habits has become more important than ever.  We need to better understand how they are using the media to deliver the right message at the right time in the right place.

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