MetLife is as opposite to a start-up as any company you can imagine. But that doesn’t mean it shouldn’t think like one, says the company’s U.S. CMO, Hugh Dineen. “How does a 150-year-old company stay in the game? It’s the same thing in terms of how you think about marketing. Our customer is dynamic, and so must we be.”
Hugh Dineen joined Shareen Pathak on this week’s episode of Making Marketing to discuss the digital side of best in class marketers, why advertising is overblown, and how enlisting mid-sized influencers (“not the Kardashians”) is the way to go.
Advertising isn’t the whole game
“I have a heretical view when it comes to this: I’m almost tired of talking about advertising. Because advertising implies a one-way conversation. Advertising implies that we’re again hitting our customers over the head with a message. What we’re moving towards is ‘how do we start a conversation? How do we stimulate our customers to think in a certain way to even engage them so that they seek new information and that they’re informed?’ I’m sick of going to conferences where it’s all about advertising. Because frankly, it’s a small part of what I think best in class marketers actually do, and very often today, I find a lot of advertising lacks insight.”
How digital marketers inherited the industry
“If you flash back 10 years ago, the best in class marketers were all CPG. They were the P&Gs, the J&Js, the Unilevers of the world, the American Expresses of the world, who really had such a clear discipline of understanding customers and applying a formula of how they’d go to market that was about traditional use of media. And then you had at the same time an emerging class of digital marketers who were growing up very independently of those CPG marketers, almost completely independently. They were going out there and challenging the status quo while I think a lot of CPG was standing still. And the chaos of this new world has created I think a monumental shift in marketing where neither of these marketers that previously existed — the old CPG marketer or the new digital marketer — could survive independently. So the future to me is bringing these two together. This is where you have the headiness and the strategic thinking of an old CPG marketer together with the digital-first thinking of a new marketer. And on my journey thus far I found that the combination of those two is incredibly rare.”
Using mid-sized influencers with real stories
“If you could stimulate a conversation in a mass way through influencer marketing, we actually thought we could be much more successful. So we partnered with a number of influencers on Instagram and on Facebook who had a fairly large following of 10,000 or more. Not huge. Not the Kardashians. We went for the middle, very deliberately, who had had a life event, and who had learned from a moment and who had a very credible story to tell?”
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."