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HP CMO Lucio On Reinventing HP's Brand, Why Diversity Is A 'Business Imperative,' And Helping The Channel Build A Business That 'Stands The Test Of Time'

HP CMO Antonio Lucio tells CRN that HP has been focusing on injecting emotional connections and more of a focus on millennials into its marketing initiatives.

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How much value do you see in HP partners doing inbound marketing and social media themselves?

What we've been able to find with our data is that digital marketing is incredibly effective, as long as you're using it wisely -- following the needs identified in the customer decision journey. When that happens, there are very specific uses for search, there are very specific uses for banner, and there are very specific uses for social media. And again, we have best practices in all of this, and in many instances we have shared those best practices with our channel partners. Because to the extent that they're more effective with their marketing dollars, we will be more effective in selling more products.

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