Vanitha Swaminathan, the Thomas Marshall Professor of Marketing and Director, Center for Branding at the University of Pittsburgh School of Business joins Enterprise Radio. Her recent book is Hyper-Digital Marketing: Six Pillars of Strategic Brand Marketing in an AI-Powered World.
This episode of Enterprise Radio is in association with the Authors Channel.
Listen to host Eric Dye & guest Vanitha Swaminathan discuss the following:
- What exactly is “hyper-digitalization” and how is it different from the digital marketing we’ve been doing for years?
- Your framework has six pillars—which one do most companies get wrong?
- You say brands are now competing with “every experience” rather than just their competitors. Can you explain what you mean?
- The data shows micro-influencers get twice the engagement of celebrities. So why do brands still pay millions for celebrity endorsements?
- You write extensively about AI in marketing. Where should a CMO start if they’ve done nothing with AI yet?
- What’s the biggest mistake you see companies making with brand purpose right now?
- When a social media firestorm hits, what should a brand do in the first hour?
- What’s one thing our listeners could do tomorrow to immediately improve their digital marketing?
Vanitha Swaminathan is the Thomas Marshall Professor of Marketing and Director, Center for Branding at the University of Pittsburgh School of Business. She has worked on marketing and branding consulting projects with such companies as The Hershey Company, Kraft Heinz, StarKist, AC Nielsen, GlaxoSmithKline, and Procter & Gamble. Her recent book is Hyper-Digital Marketing: Six Pillars of Strategic Brand Marketing in an AI-Powered World (Palgrave-Macmillan).
Website: https://www.profvanitha.com
Social Media Links:
Facebook: https://www.facebook.com/PittBusinessSchool
Linkedin: https://www.linkedin.com/in/vanitha-swaminathan
Instagram: @vanitha_swaminathan
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