Remember when Nike introduced its Just Do It campaign? Nike was able to achieve massive brand awareness and scale with this simple slogan. Billboards, TV, radio, print …‘Just Do It’ and the Nike swoosh was everywhere. The campaign’s success was largely determined by how many people Nike could get to see and hear that message. This particular approach was used by most big brands during the mass marketing or ‘campaign era’ and by and large it resonated with consumers and drove sales. Mass marketing worked. Fast forward about 30 years, enter the Internet, mobile phones
Articles by Kyle Christensen
Kyle Christensen
Kyle Christensen is VP of Product Marketing at Responsys where he is responsible for driving product marketing strategy and positioning for the Responsys Interact Marketing Cloud. Most recently, Christensen was the Senior Director of Product Marketing and Management at Zuora, where he led all product marketing and management responsibilities for its flagship Z-Billing and Z-Payments applications. Prior to Zuora, Christensen launched and ran product marketing for several Salesforce.com product lines, including the Service Cloud and Data.com.