How Google and Under Armour Succeed with Digital Media
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Over the past few years, Google and Under Armour have become household names. Some would argue that Google isn’t just a brand name any more, but also a verb that’s used in our everyday vernacular. It’s no wonder that these two companies have been so successful when you take a look at their ability to effectively market themselves and manage their brands.
I had the good fortune of hearing speakers from both Google and Under Armour at a training session this morning. Dan Taylor from Google and Dan Mecchi from Under Armour were the keynote speakers at the 2011 Digital Media Conference on Monetizing and Branding via the Internet, held in Catonsville, Md.
The Dan Duo shared their companies’ compelling stories and left the audience of more than 100 people with several key takeaways.
Taylor opened his presentation by sharing that 83 percent of consumers make a buying decision before they enter a store. This number is up from 60 percent in 2007. Taylor went on to share the five Ps for digital success: pulse, pace, precision, performance and participation.
Mecchi, who has been with Under Armour for approximately six months, shared that his organization just reached the one billion dollar mark recently. They have achieved this goal through a commitment to four pillars:
1. Build a great product
2. Tell a great story
3. Provide a great service
4. Build a great team
While the pillars aren’t rocket science, as Mecchi freely admitted, they have been the key to Under Armour’s success.
Both Dans said there’s not a blueprint that works for every company, but organizations must know what their goals are with digital media and strive to achieve them. Without a plan and measurement, it will be very hard for companies to gauge their success.
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