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Posted 13 March 2012 00:30am by Jake Hird with 0 comments

Econsultancy has been discussing the ongoing transformation of organisations for a while now, as digital increasingly permeates their operations, capabilities and structures.

Ahead of ad:tech Melbourne, where Econsultancy is one of the media partners, I managed to catch up with one of the keynote speakers, Bettina Sherick, to discuss these changes, along with their challenges, benefits and the general direction digital is heading.

I work in International Theatrical Marketing group at 20th Century Fox, where we develop marketing campaigns that are used around the world to promote our film releases. As the SVP of Strategic Digital Marketing, Im responsible for making sure that digital is at the core of what we do.

The cinema-going audiences are avid consumers of digital content. We need to make sure that our messages reach them where they are, when they are deciding what movies to see.

Every aspect of our marketing mix is changing because of the proliferation of digital platforms and digital content. We have to think differently about our media mix, how our video content is cut, and how much content we need to fuel our social efforts.

More and more, movie fans are keen to share in an experience that takes them on a journey from that first teaser trailer right up to the opening day release. Its exciting and challenging at the same time.

Until just recently, a core team focused on all aspects of digital marketing. Recognising that everything we do needs to be digital, we divided the digital group, and integrated digital talent into each of the marketing groups.

Now we have a digital creative lead, a digital PR lead, a digital project manager, and also agency resources that support us on media, production, and social projects.

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Q&A: Bettina Sherick of 20th Century Fox on digital transformation and strategy