Michael Jordan

Heather Fletcher is senior content editor with Target Marketing.

Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.

As Gen Z starts to dominate the consumer landscape, will celebrity endorsers lose their status? Quizzing my Gen Z college students about brands they’re loyal to and brand influencers, I find that they’re more focused on social media and peers than they are on advertising and celebrity endorsers.

Choose your heroes wisely. I used to be in a marketing leadership group, and any time we got into a discussion, someone invariably brought up how Steve Jobs did things. I’ve seen this in marketing pitch meetings, as well.

The last few years, we’ve seen a divide in politics—bigger than we’ve seen in generations. In the U.S. … The most loyal of the Democrats and Republicans are each digging in deeper. Around the world, we are seeing the same divide … If your entire brand is about healthcare, I get that you should have a position on anything to do with healthcare. … But if you are selling organic groceries, fried chicken, washing machines or laptops, you’d be really stupid as a brand to pick a side and speak out. I love politics, but I love making money even

Nike is banking that people will be tweeting avidly on a second screen as they watch Olympics basketball games on TV during the London 2012 Summer Olympics. Nike's Jordan brand will try to own those real-time conversations through a program of promoted tweets designed to blend into the ongoing social discourse on Twitter. Nike is not an official sponsor of the 2012 Summer Olympics, July 27 through August 12, but it is seeking to capitalize on the Games indirectly.

Data units mined from social networking sites often can be more difficult to categorize than the usual demographic information direct marketers collect in their data mining expeditions. However, keeping the minefield for data mining in mind, social networking sites are still replete with veins of consumer-insight gold. According to experts, marketers should extract that treasure, but carefully.

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