Best Buy CMO Has Become An Ad Unit

As the digital universe increasingly becomes interoperable and personalized, marketers find themselves swimming in messaging outlet/format choice and complexity. Reaching consumers (B2C or B2B) is now about delivering personalized offers/products/services via the channels where the audience is organically present. Digital is a favored channel by both consumers (always on with wifi and broadband) and business (low-cost delivery mechanism compared to broadcast and print). Best Buy’s CMO, Barry Judge lays out the case for digital marketing fairly well in the video below. One always has to be weary of corporate propaganda vids like this – but he seems to be speaking in HIS voice based on quotes like this:

We don’t really have an official regulated policy around that – we encourage it.

Barry Judge, CMO Best Buy on how Best Buy employees use Twitter and Facebook to discuss what’s going on inside the store

Nicely done, Barry. By being real, you’ve become the ad unit. More CMOs and marketers should follow the lead. Have a point of view, syndicate it, repsond to your loyalists and detractors and slowly wane yourself off of that expensive media buying habit.

- Keith Gerr