NEW YORK ? A Johnson & Johnson executive at OMMA Global claims that marketers have flooded the market with applications and although they are popular and engaging, sometimes they are just not necessary.

During the "Hyperconected Media Plan: The End of Reach and Frequency" panel, executives discussed how they market to consumers. The session was moderated by Joe Mandese, editor in chief of MediaPost, New York.

"I think we've flooded the market with apps," said Kim Kadlec, worldwide vice president of global marketing group at Johnson & Johnson, Houston, TX.

"It was the cool and fun thing," she said. "But maybe you don't need an app, maybe the market doesn't need all that."

Reach
According to Ms. Kadlec, it is not about reach and frequency anymore. It is about reach and relationships.

"We're digital immigrants, not natives," Ms. Kadlec said. "We need to understand the younger generation's tech usage.

"Marketers need to study hard to understand how the younger generation does digital," she said.

The executive said that there are also different uses when it comes to data.

"If you have a hypothesis or intuition that you want to validate, that's one way to use the information out there," Ms. Kadlec said. "If you find ideas that people want or need, that's another way.

"You have to use data to see if you succeed or fail and either move on or scale," she said.

Behavior
Behavior plays a major role in the way that brands should engage consumers.

"People leave bread crumbs like birds in terms of how to behave," said Laura Krajecki, chief consumer officer at Starcom MediaVest Group, Chicago. "If you look at how consumers have evolved, they converse openly and they will share their raves and their rages with brands.

"We must have that adaptive ability as marketers to listen," she said. "We have technology and it looks fancy and new, but it's very elemental.

"You're greatest competitor advantage is understanding people and your audience."

According to Ms. Krajecki, marketers are focusing too much on the channels.

"They're always going to be there," Ms. Krajecki said. "Technology is going to keep automating, but at the end of the day, what do you want to do?

"Where you pivot is when you realize what people need, what they want and what they don't," she said. "Machines can optimize that.

"Technology is fascinating and it's what gives us this fresh creative tools, but just because a GPS can tell you that you can go over a cliff, you're not going to follow it - you have to use your own intuition as a guide."

Word of mouth
Word of mouth is one of the most influential ways and social marketing is a great way to stimulate that, per Scott Neslund, president of Moxie, New York.

According to the executive, one of the best tools and practices that has changed over the years has been incorporating social listening.

"Social media is really word of mouth marketing amplified," Mr. Neslund said. "One of the greatest things that has happened recently has been the fact that advertisers are willing to take risks in a social marketing aspect.

"Years ago, it was difficult to have them do a social media campaign," he said. "We're in a much better place.

"It shows how far the industry has come in the area."

Understanding
What brands and marketers need to do is understand who their consumers are and better target them.

"Fundamentally, consumers still have the same basic needs," said Sarah Power, executive vice president of insight and strategy at Initiative, New York. "It's about understanding how consumers interact with every asset that you have at your disposal.

"Different consumers respond to different things in a different way," she said. "Be careful how you listen.

"Look at the consumers who are not the loudest."

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York