DIGITAL digest

One example was the keynote address given by Steve Cone, noted author and executive vice president of strategic marketing services at the Epsilon marketing firm in New York. According to Cone, it’s a company’s ENA, not DNA, that matters. Successful marketing requires three things: creating Excitement, News and a compelling call to Action, he said. Marketing campaigns must tell people why they should respond and communicate that message with intimacy, attitude and personality.