Marketing from the C-Suite: Tami Erwin

Verizon CMO talks new products, ROI, the NFL deal

In our second session on “Marketing from the C-Suite,” Verizon Wireless VP and CMO Tami Erwin sat with SportsBusiness Journal reporter Eric Fisher to talk about new products, measuring ROI and the company’s deal with the NFL. Verizon is the largest single buyer in sports advertising, with approximately $345 million spent in 2011. “Every day I get questions from our COO asking, Is this the right way to spend money?” Erwin said. “We can take the analytics out of aggregated, anonymous information to answer that question: Who am I reaching through those sponsorships?”

Quick hits:

On streaming NFL content over the network:

“What we’ve got with the NFL Red Zone is exclusive content, and our customers are valuing that on our network. I don’t know if I can directly say that content has affected [Verizon’s] girth.”


On whether exclusive mobile rights will make Verizon a broadcaster:

“I don’t know if we’re going to be considered a broadcaster, but we understand the importance of delivering content to customers, whether it’s at home or on a tablet or on the phone.” 

 

On which devices she uses every day:

“I swap devices every week. I always have three to four at any time, I have a Samsung S3, an HTC device, which is my wallet, an Apple tablet. I also have a Blackberry at the bottom of my briefcase.”

 

On how foreign mobile users are ahead of American consumers:

“From a mobile banking standpoint, the Europeans and Asians are ahead of us. We lead in terms of speed and feeds with 4G LTE.”


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Related Topics:

Verizon, Eric Fisher, NFL

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