Frito-Lay, Pepsi-Co and Facebook dish on marketing trends

At this year’s South by Southwest Interactive Festival (SXSW), everyone is talking about how audiences are more involved with brands than ever. Customers are shaping and crafting the experience they want to have with all kinds of products.

Challenges vary, but mobile platforms are redefining real-time marketing and changing how people connect with brands.

At a SXSW panel, Jen Saenz, senior director of brand marketing at Frito-Lay; Shiv Singh, global head of digital at PepsiCo; and Kevin Knight, creative strategist at Facebook, discussed how fans are demanding a new way of marketing.

Marketers must tailor their approaches to fit different media to increase engagement with people and create deeper connections, Saenz said. She also said turning fan-made material into marketing assets can increase a campaign’s effectiveness.

Here are a few more key points from the panel:

1. Traditional marketing still works, even if it’s no longer effective on its own. Mass media is still important for integrated campaigns. TV can be a great catalyst for social media efforts.