Consumers are fighting the tide of Big Advertising with ad blockers, ad-free subscriptions, and calls for regulation against disruptive marketing. Marketing today—and tomorrow—will be on their terms. As a brand marketer, are you ready to deliver accordingly? Inspired by his bestselling book Friction Fatigue, listen in as Lippe Taylor's CEO Paul Dyer sits down with marketing executives to discuss today's best in class marketing campaigns and 'frictionless' frameworks to help build your brand in an era in which advertising is no longer the answer. With each episode featuring behind-the-scenes stories and expert insights, Frictionless Marketing helps decision-makers like you prepare for a future in which the consumer rules.
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episode 1: eBay's Dan Tarman On Digital Disruption & Purpose
Dan Tarman, Chief Communications Officer of eBay, talks to Lippe Taylor about the power of a brand's purpose in crafting a compelling communications strategy.
As part of our Digital Reductionism series with The Holmes Report, we are interviewing the communications leaders behind today’s most influential brands. Our conversations are meant to uncover key learnings about how marketing and communications leaders can best take advantage of today’s digital enlightenment.
Today’s episode is with Dan Tarman, Chief Communications Officer of eBay. eBay, as a company, is driven by a strong sense of purpose as a platform that democratizes commerce through technology; this purpose is remarkably consistent with everything they do in a marketing and communications capacity.
In this interview, we get into the nitty-gritty of how eBay is able to walk the walk in ensuring indelible consistency between its communications strategy and brand mission. We also get into how brands can use data for their own storytelling, the importance of self-disruption, and the power of a brand’s purpose to inspire and energize its staff.