In a CMO Close-Up interview at BtoB Magazine, John Obrecht speaks with Antonio Lucio, global chief marketing, strategy and corporate development officer at Visa. The two discuss how Visa has shifted its marketing focus to embrace social and digital media.

"I have never seen such a transformative change as the one that we are living through today," Lucio comments. "We moved from about 11% to 12% of our media investment in digital to 36%, close to 40%" over the past 2-1/2 years, he explains.

What's the new Visa marketing model? It's built on three premises—the first of which is "think audience first," Obrecht reports, based on Lucio's recent presentation at ad:tech San Francisco.

The second premise is to be guided by these three principles of social media:

  1. Sharing is the new giving.
  2. Participation is the new engagement.
  3. Recommendations are the new advertising.

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