Its goal is to highlight how mobile innovation has impacted the lives of young people every day. It, too, documents the lives of young America.
We also launched the Mobile Movement this year. To date, has racked up over 40 million views on YouTube alone. It was created for this generation of media consumers, who are mobile-centric, socially connected and co-creators. One of our latest examples is a youth entertainment reality series that follows the lives of a group of California teens in real time, exclusively on social media. We want to take smart risks and find new ways to engage with consumers. Why? What is AT&T doing now to keep its marketing approaches fresh?Ĭathy Coughlin: At AT&T, we take a learn-and-innovate approach and design our marketing mix with a mobile, digital-first mindset. You’ve adopted new ways to reach consumers, such as creating webisodes for your Daybreak initiative and generating consumer interaction with Away We Happened. George Stenitzer: AT&T has shown a pattern of marketing experimentation.
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Get the full story at Global Telecoms Business. Here’s an excerpt from Cathy Coughlin’s interview. For example, AT&T is experimenting with webisodes such as Daybreak, which has gained more than 12 million views on YouTube.Ĭathy also leads AT&T initiatives to prevent texting while driving among mobile users, and to promote science, technology, engineering and math education for women. The company stays ahead of users’ changing media habits by creating unique content. AT&T global marketing officer Cathy Coughlin is experimenting boldly with content marketing.ĪT&T’s global marketing officer, Cathy Coughlin, recently interviewed for my marketing column in Global Telecoms Business.Īs steward of one of the largest ad budgets in the United States, Cathy has moved AT&T to a digital-first marketing strategy.
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