Issue link: http://cp.revolio.com/i/873071
continued from page 37 and Learn events at GoodMart get tagged in videos uploaded to LinkedIn, YouTube, and Facebook. "This has the effect of pushing GoodMart's videos into the manufacturer's and individual's social media feeds, which leads to very significant brand exposure for us beyond our normal reach," Hoover said. While Anthony Akin, Director of Marketing for IBT Industrial Solutions, agreed that technology has given marketers more physical and digital tools to work with, "there are more print and digital pieces overloading and invading recipients' physical and digital inboxes" than ever before, he said. At the same time, he noted a recent Microsoft study which revealed that the human attention span has fallen from an average of 12 seconds in 2000 to just eight seconds today, a reality which requires marketers to communicate even more concisely in the modern digital era. "As we've come into the digital world, brand awareness means much more than the days of people knowing that our products existed simply based on our presence in our brick-and-mortar distributor partners' locations," shared Jeff Braun, Vice President of Field Sales, U.S. Commercial for Stanley Black and Decker. "Brand awareness now goes much farther, to knowing what our brand stands for, what products and categories our brand offers, key brand differentiators, and most recently the availability of customization options. The digital world allows a brand to reach and target-market messaging to more specific mediums, to optimize that media on the run across both paid and Stanley Black and Decker-owned assets, and to have real-time feedback from key end users and industry experts." At Border States Electric in Fargo, ND, "differentiating ourselves in the market is more critical now than ever," Vice President of Marketing Patrick Novak confirmed of the changing times. "Our customers are constantly evolving in terms of how they receive and digest information and creating awareness through continued on page 41 Max Hoover CEO GoodMart, LLC Anthony Akin Director of Marketing IBT Industrial Solutions B uil din g a S olid B r an d in a Digi t al Wo r l d 38 | AD Today 2017 | #ADSTRONG Duane Siders CMO and Senior Vice President of Sales National Safety Apparel