In October, Meredith Corp. named Pete Snyder president of the newly created Emerging Markets Group. The group includes Meredith Integrated Marketing's social marketing (New Media Strategies) and mobile marketing (Hyperfactory) busi- nesses. Snyder will continue to serve as CEO of New Media Strategies.
How do you define “engagement marketing” and how does the Emerging Markets Group enhance Meredith's efforts in the area?
Snyder: I look at any place where there is interactivity online. The heart of what we're doing is focused on social, and mobile and the entire world that has cropped in the past dozen years through that sticky interactivity the Internet [provides]. We're going to be looking at value creators that exist out there—whether it's directly within social and mobile or looking at “creative social,” which is a new crop of agencies that is really being disruptive to the traditional Web design or creative agencies.
MB: Will sales reps work more closely with marketing in developing content?
Snyder: Absolutely. The jump ball is for the “big idea.” The way the market is evolving, you can't have your sales guys out there just peddling product. They need to be strategists, and they're going to be competing for bringing the big idea to clients, so they need to be well-versed in marketing and not just all about the pitch. It's combining sales and strategy.