Q&A with Campari's Dave Karraker, Speaker @ MMS NY

[Modern Marketing Summit]( [Purchase a ticket]( MMS NY was a huge success thanks to our fantastic speakers and attendees, and we're super excited for MMS Chicago. Here are some of the Senior Brand & Agency Leaders we had speaking at this latest event: [Dave Karraker](, VP of Marketing and Communications at Campari - [Michele Barlow](, EVP of Enterprise Marketing at Bank of America - [Andy Goldberg](, Chief Brand & Chief Creative Officer at General Electric - [Andrea Diquez](, CEO of Saatchi & Saatchi - [Eyal Ebel](, SVP, Programmatic Revenue at Univision Among the great sessions you were able to attend were: [From Advocates to Influencers]( - [GE's Audacious Approach to Content Marketing]( - [How Tough Mudder Pivoted From King of the Mud Run to Leading Active Lifestyle Brand]( All of these speakers gathered for sessions focused on discussing and learning more about the Connective Power of Content, and they shared how they create content that helps connect to and engage with consumers. We particularly enjoyed hearing from Campari's Dave Karraker, and fortunately we were able to sit down with him and ask him some questions about how he connects with customers and the value he places on content: 1. How do you make meaningful connections with your customers? Making a meaningful connection with your consumer requires a shared passion. The same passion you have for your brand as a marketer needs to be found in the consumer—at least to some degree. If their passion is already high, you reward them for being exceptionally smart in their brand choices. This could be as easy as following them on Instagram and commenting on their content, or inviting them to exclusive brand experiences. If their passion is new or relatively low, it is your job to educate them. Give them the ammunition to justify their brand choice with their friends—that “did you know…” content turns them into vocal brand advocates. It is critical that the communication flow remain consistent and conversations are maintained. You can’t just turn it off and on. You have treat them like you would treat a friend, essentially. 2. Is content king? I would say at this state, content is Prince; connection is King. You could provide all the content in the world, but it isn’t relevant if you aren’t connecting with the consumer. So you showed them a piece of compelling content. What’s next? How do you maintain the connection? How do you keep them interested? You can’t just keep churning out content without some kind of broader CRM strategy to keep them engaged and start a real conversation with them. 3. How do you think tech has enabled marketers to be creative with their content strategy? Tech has enabled marketers to think well beyond the short film that previously dominated brand content. AR and VR (though AR seems to be winning the battle as of late) has dramatically changed how a consumer can experience your brand. Facebook, Instagram and Snapchat all have unique technologies and consumer engagement vehicles that can bring your brand to life in ways people never thought possible 20 years ago. I think it is critical to stay on top of marketing technologies to make the most of your content. 4. What ad/martech do you see taking the lead in 2018 and beyond? Digital assistants and smart homes are the next great frontier for brand marketers. Amazon is going to be in the top three digital advertising marketplaces. This means there will be a greater opportunity for content distribution, particularly through voice. If you sell shampoo and don’t have a strategy for how to make your brand one of the top three results when someone asks Alexa: “Hey Alexa, I need to buy shampoo,” you are going to have a problem in the very near future. MMS CHICAGO: CONSUMER ACTIVATION IS RIGHT AROUND THE CORNER Networkers can pick up [tickets for MMS Chicago]( for the regular price of $999 now! Don't miss another great opportunity to meet industry executives and work with them to help you activate your consumers! Senior Brand and Agency Marketers, we'd love to see you at MMS Chicago! [Request your pass]( and meet top Marketers as we discuss Consumer Activation in the Modern Marketing world. [Request an Invite]([Sponsor information]( MMS_Chicago_newsletter_footer.jpg This email was sent to {EMAIL} because your email preferences are set to receive our updates. To stop receiving this emails, click "unsubscribe" below. [unsubscribe](