Marketing Highlights

In Chapter 10 of 10 of her 2010 Capture Your Flag interview with host Erik Michielsen, marketing innovator and digital strategist Caroline Giegerich shares how big brands are innovating customer relationship marketing by using large scale social media monitoring. She cites Gatorade, and its social media "war room" as an example of how a company is putting a higher priority on monitoring and engaging social media customer feedback, ideas, and exchanges.

In Chapter 11 of 13 in his 2011 Capture Your Flag interview with host Erik Michielsen, data analytics expert Ken Rona answers "What Should a Media Company Consider When Designing Online Advertising Strategy?" First, Rona first considers how people are going to consume content. This informs what technology platform gets used. Dynamic ad insertion is a second priority. Third, and most important, Rona urges media companies to use or create high quality original content.

Richard Smith is heading the commission to redesign the dollar and Jason Cochran speaks with him and looks at a few ideas.

In Chapter 9 of 10 of her 2010 Capture Your Flag interview with host Erik Michielsen, marketing innovator and digital strategist Caroline Giegerich shares what she considers when designing online experiences to connect consumers to in-store purchases. Giegerich defines this as the art of checking in. She points out negotiating the conversation around high impact, low volume audience versus larger reach marketing alternatives such as television.

In Chapter 8 of 10 of her 2010 Capture Your Flag interview with host Erik Michielsen, marketing innovator and digital strategist Caroline Giegerich defines what it means to check-in using social media such as Foursquare and the resulting art behind the check-in experience. Giegerich ties both product and personal branding to the check-in experience and how location-specific or brand-specific check-ins help define a person over time.

Blue Bottle Coffee owner James Freeman started the company in a 186-square-foot space and now employs 100 people. He explains why sometimes ignorance is bliss when it comes to running a business. Only selling beans within 48 hours of roasting, Blue Bottle's attention to freshness is attracting a growing number of devoted customers.

Kraft Foods is struggling to get a new generation of Aussies to eat Vegemite, Australia's best known condiment. WSJ's Rachel Pannett reports new efforts to remake the thick brown salty spread are not winning over many kids.

In Chapter 7 of 10 of her 2010 Capture Your Flag interview with host Erik Michielsen, marketing innovator and digital strategist Caroline Giegerich shares why audience participation plays such an important role creating a brand experience. Giegerich highlights the increasing acceptance of marketers empowering their audiences to speak for the brands. When audiences create the messaging, they feel more invested in the brand and is more likely to buy the brand.

Social media expert Mike Germano shares why setting client expectations is fundamental working with brands and larger advertising agencies. Germano's business is often the digital agency on a project, working through an "agency of record" who owns the brand marketer relationship. Germano shares what he has learned creating digital media and social media campaigns and how he has managed client expectations doing so. Germano is co-founder and president of Carrot Creative.

Learn business tips from Dave Dahl of Dave's Killer Bread on how to manage your business.

Social media expert and Carrot Creative president Mike Germano shares why participation plays such a key role creating a brand experience. He notes brands are no longer tailored by the advertiser alone. Rather, customers and consumers are now taking ownership of how a brand is communicated online and offline. Participation allows advertisers and marketers a means to engage and support customers. View more career videos at http://www.captureyourflag.com/