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Drive Brand Preference with Digital

A diverse ad:tech panel, "Brand Nation: Leveraging Digital to Drive Brand Preference" led today by Kenneth Cassar, chief analyst and senior director, industry solutions, Nielsen//Net Ratings, discussed the difficulty of driving an effective brand message in an era of consumer control.

Working with a cross-platform marketing strategy for optimum effectiveness had Cassar asking: "Can the internet motivate us as effectively as television?"

Television is not going to go away, but how you use that as a touch point in a continuing conversation with the consumer is critical, and make sure it's the same conversation you have online," said Kalie Kimball-Malone, VP creative director, Worktank.

Edward Kim, direct marketing manager for Slim-Fast at Unilever, spoke to continuing the conversation with 360-degree integration. "We need to stop having this conversation about digital marketing versus analog and have one instead that is about how we can engage with consumers so they will become brand advocates and not just one-time consumers."

On the topic of controlling brand identity, Catherine Smith from Linden Lab -- the creators of Second Life -- spoke to the difficulties of working with agencies that are uncomfortable allowing users to have control over their product image.

"You have to be willing to build the first half and let the consumer build the rest," Smith said. "In Second Life, you can make an ad something the consumer can walk into it." But in a digital community that includes full immersion, some agencies have problems working in a medium that doesn't give them full control of their brand.

"Medium agnostic" was a term many have been using to discuss the idea of working with the consumer in every possible platform. Frank Vial, client director of Landor Associates, believes it's important for cross proliferation to build brand equity.

"For a consumer to relate to your brand and to build trust with the consumer, measuring the ROI of this relationship is difficult to do," he said.