The Sr. VP/Chief Marketing Officer for McDonalds USA, addressed those attending the Power of Urban Radio Summit at this year’s NABOB Fall Management conference in Washington, D.C., stressing the concept of building relationships above all others. While at last week’s NAB/RAB Show in Chicago, Golden talked with morning man Tom Joyner about his company’s marketing strategy based on “Ethnic Insights.” Today he expanded on that by stating that McDonalds’ ultimate goal is to “build brand trust.” He noted that in the past, that was often an afterthought to marketing, after bringing awareness to a product. Golden explained that McDonalds' desire to “lead with ethnic insights,” means the ethnic consumer is always front and center, even in advertising to a general market audience, because “the ethnic consumer often leads in terms of trends and influences product choices.”

The Summit also featured a panel of national marketers, including representatives from General Mills, CNN, AARP, and Boost Mobile. When discussing digital marketing and social media, the panelists all stressed the need for broadcasters to look beyond just selling banner ads. Keisha Taylor, Sr. Marketing Manager for CNN noted “we look for engagement with the consumer. It should be a one-on-one experience for the consumer", suggesting that broadcasters need to be creative with marketers on campaigns, especially if they want a ROI in their digital endeavors. Edna Kane-Williams, VP of African American marketing with AARP, added “Strictly using impressions is NOT enough anymore. How can you engage a consumer and influence their behavior?”