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For allowing Dell to be the inaugural native advertising campaign for both the New York Times and USA Today — knowing the public scrutiny and potential backlash that could, and would, follow. For being unafraid to learn from the many lessons of Dell’s past to develop data-driven, practical solutions to solving customer problems rather than falling into the trap of transactional relationships. And because during Dell’s bid to go private in 2013, Quintos launched the “Beginnings” campaign that harkened back to Dell’s entrepreneurial roots — fostering more excitement than doubt on Dell’s next chapter.
In what area of marketing/PR do you see the most innovation?
Social media & online marketing.
[Native advertising] puts us in a position to start a conversation rather than react to a conversation…This is a different kind of content than traditional marketing collateral. It cannot be self-serving or transactional, but should offer something – a viewpoint, relevant information, analysis – that is valuable to the reader.
One of the most compelling aspects of digital marketing is that the up-front investment is often only a fraction of what, say, a broad-reach media placement might cost. So it encourages the idea of ‘fail fast and fail often.’ But just trying things because you can isn’t a very smart approach.
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