Meet the Expert
Mike Goefft
Managing Director, DDW SF
Mike is Managing Director at DDW, a consultancy specializing in brand story and brand design. Clients include Amazon, Anheuser-Busch, Starbucks, Campbell's, and Sprint. DDW helps brands succeed in the complex, constantly moving 21st Century marketplace. Through fresh brand design rooted in deep brand story, DDW's work engages the changing expectations of the 21st Century consumer.
Prior to DDW, Mike has held senior leadership positions at Deutsch LA, Y&R SF, Doremus, Publicis & Hal Riney, JWT Sydney, and Ogilvy London. Mike started his career in Brand Management at P&G and holds an MBA from the Kellogg School of Management at Northwestern University. Mike and his wife Cindy live in San Anselmo, California and are the proud parents of Hanna and Lucas. When he’s not working, you‘ll find Mike either mountain biking, playing with his blues band, or cooking.
Specialties: Brand strategy, marketing strategy, brand experience design, packaging, integrated marketing communications, digital communications, global account management, business development, agency operations, experiential marketing
Prior to DDW, Mike has held senior leadership positions at Deutsch LA, Y&R SF, Doremus, Publicis & Hal Riney, JWT Sydney, and Ogilvy London. Mike started his career in Brand Management at P&G and holds an MBA from the Kellogg School of Management at Northwestern University. Mike and his wife Cindy live in San Anselmo, California and are the proud parents of Hanna and Lucas. When he’s not working, you‘ll find Mike either mountain biking, playing with his blues band, or cooking.
Specialties: Brand strategy, marketing strategy, brand experience design, packaging, integrated marketing communications, digital communications, global account management, business development, agency operations, experiential marketing
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Integrated Marketing Communications
Managing Director, DDW SF
Key Trends
- Social media is driving how consumers discover, research and share information about products and brands.
- More than 96 percent of 18-to-36-year-olds now use a social network.
- 2.5 billion photos are uploaded to Facebook each month.
- YouTube is now the second-largest search engine on the web.
- Twitter is adding 300,000 users per day.
- 92 percent of consumers trust peer recommendations and word-of-mouth while only 14 percent trust traditional paid advertising.
- 25 percent of search results for the 20 largest brands is user-generated content.
Sources: eMarketer, TNS, Mobile Marketing Assn, HubSpot, Aberdeen Research, Comscore, SearchInsider, TechCrunch and Nielsen. 2012.
- The traditional retail landscape continues to shift, as products increasingly exist in a virtual cloud of information accessible in real time through multiple channels.
- 70 percent of shoppers spend 50 percent of their shopping time researching products.
- 77 percent of mobile-enabled mothers and 76 percent of boomers use their phone while shopping.
- 46 percent of U.S. shoppers use their smart phones to check prices and reviews while shopping at a retail store.
- 25 percent of those leave the store to buy from a competitor.
Sources: eMarketer, TNS, Mobile Marketing Assn, HubSpot, Aberdeen Research, Comscore, SearchInsider, TechCrunch and Nielsen. 2012.
- The traditional media landscape continues to decline as more people choose the Internet as their source for information and entertainment.
- 86 percent of TV viewers skip past ads.
- Technology trade show spending has declined by 46 percent.
- 44 percent say they never open a direct mail piece.
- Only 34 percent of people under 30 watch TV news; only 33 percent read newspapers.
Sources: eMarketer, TNS, Mobile Marketing Assn, HubSpot, Aberdeen Research, Comscore, SearchInsider, TechCrunch, and Nielsen. 2012.
- More brands are becoming content publishers and leveraging the power of earned media via search, social media, blogging and PR.
- 89 percent of marketers say they are increasing their inbound marketing budgets.
- Budgets for company blogs and social media have tripled in the last three years.
- Leads generated via inbound marketing cost 61% less than traditional outbound tactics.
Sources: eMarketer, TNS, Mobile Marketing Assn, HubSpot, Aberdeen Research, Comscore, SearchInsider, TechCrunch, and Nielsen. 2012.
Integrated Marketing Communications:
Key Trends
Expert Topic