At OMMA’s one-day summit for mobile marketing, Sarah Liang Kress, director of interactive marketing for L’Oreal USA, had the chutzpah to tell the crowd:
Technology, for us, comes very much last. It’s not about the shiny object. We look at the audience, and we look at our objectives and then come up with the right solution and the right execution.
She said this as a keynote speaker for the event, which took place on Monday as part of Internet Week NY, and anyone doubting Kress’s claim had only to follow the tidy case study she presented to know she meant business.
So, if L’Oreal is downplaying technology, what’s fueling the global company’s mobile marketing?