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'


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How have you approached marketing differently as HP Inc.?

We made some very fundamental, strategic decisions when we separated the company. First and foremost, we needed to appeal to the millennial target. We believe around 60 percent of the IT decision-makers are millennials -- older millennials, mostly. And we needed to capture their imagination. The second big strategic shift was anchoring every message in the reinvention promise. 'Keep reinventing' has become an operating system for the company -- the filter by which we look at all our products and services, and also everything that we do from our communications standpoint. The third piece is building the capability on digital media. Today, for example, we're spending about 73 percent of our marketing dollars globally through digital media. And we needed to build the internal capabilities to ensure that we had the right analytics and the right stack for programmatic buying, and then to ensure that we had the right tools for measuring performance. And then the last part was, building stronger emotional connections for our products.




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