VIDEO INTERVIEWS: WHAT MARKETERS SHOULD BE DOING

Jim Speros, chief marketing officer of Ernst & Young LLP

Greg Coleman, exec VP-global sales, Yahoo

Mitch Kanner, principal, 2 Degrees Ventures.

PHEONIX (AdAge.com) -- In his continuing roving video interviews around the Association of National Advertisers conference at the Arizona Biltmore Resort and Spa, Advertising Age editor Scott Donaton collared three more key players deeply involved in defining and shaping the new age of marketing.

Aggressive experimentation
Ernst & Young Chief Marketing Officer Jim Speros, who oversaw the total reinvention of the marketing of the 95-year-old company, warns other marketers that they must focus on the future customer. Mr. Speros is an adherent of aggressive experimentation with new forms of digital and video marketing.

Search engine ads
Greg Coleman, exec VP-global sales, Yahoo, says traditional media such as magazines and newspapers have potentially lucrative opportunities if they learn better how to integrate digital assets more deeply in their daily operations and pitches. He points to the importance of the not-well-appreciated fact that what appears in news, features and ads in daily print and TV outlets has an immediate impact on search engines and search advertising as readers and viewers seek more information on subjects in the news.

Branded entertainment
Mitch Kanner, principal of 2 Degrees Ventures, is also a pioneer of branded entertainment and calls the current time the most exciting he has ever seen. He says public's attention has become the scarcest commodity and one that responds most strongly to new levels of creativity. "We now have a real qualitative, two-way conversation with the consumer," he notes.