Razorfish Chairman, Clark Kokich--Behind the Brand | Summary and Q&A

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July 26, 2012
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Behind the Brand
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Razorfish Chairman, Clark Kokich--Behind the Brand

TL;DR

Clark Kit, Chairman of Razorfish, discusses the need for businesses to shift from traditional advertising to building experiences and solving customer problems in the digital age.

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Questions & Answers

Q: What is the main focus of Razorfish's work?

Razorfish focuses on integrated online marketing, going beyond traditional advertising to create transformative and engaging customer experiences.

Q: Who is Clark Kit's book, "Do or Die," aimed at?

The book primarily targets senior leaders in businesses, particularly those in digital marketing who need to understand the transformation required to take full advantage of digital platforms.

Q: What are some examples of companies that have successfully used online marketing to build brand experiences?

Virgin America has created a digital experience around their in-flight services, while Vail has leveraged social media to engage customers with their "Epic Mix" tool, allowing them to track and share their skiing experiences.

Q: What are some common pitfalls in digital marketing?

One pitfall is asking the wrong question, focusing on what the company can say to change customer perceptions rather than identifying and solving customer pain points. Another pitfall is relying solely on individual creativity rather than collaborative problem-solving involving different stakeholders.

Summary & Key Takeaways

  • Clark Kit became CEO of Razorfish after his previous company was acquired by Avenue a in 2004.

  • Razorfish focuses on integrated online marketing, transforming the customer experience for clients through the creation of unique and meaningful digital experiences.

  • Clark Kit's book, "Do or Die," targets senior leaders in business, highlighting the need for a deeper understanding of the digital landscape and the importance of creating remarkable experiences for customers.

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