Scott Zalaznik Explains Sprint Digital Strategy
Scott Zalaznik recently moved up to VP of Digital at Sprint from the VP of Sprint.com. The company used to view “.com” as the center of their digital ecosystem but are now shifting to see that the world of digital media direct marketing manifests itself in visitation and distribution. Sprint views digital as the omni-distribution and omni-marketing opportunities that have opened up with the advancement of digital marketing.
The company uses YouTube in this strategy to publish and distribute their video content. The “hub strategy” allows Sprint to identify which content is engaging and successful and which is not. To track data, they use a myriad of platforms, tools, and people. Zalaznik expressed the growing importance of the Data Scientist role and explained how such positions help Sprint focus of connectivity and attribution of touch points. The successful Framily campaign supports happy connectivity and follows this hub strategy.
Discussing Newfronts and premium content, Zalaznik said the new question becomes what is the right medium, length and fidelity. Different content strategies apply in certain situations, of course. As Zalaznik explained, “The real key is understanding what type of content is going to be most appropriately served in the setting the consumer is in.”