Formerly a marketing consultant for the Monitor Group's M2C, for the past year-and-a-half, Melisa Boyd has been immersed in the crowded and competitive marketplace of coffee and hot beverages. With competitors like Starbucks and consideration of the tough economy, staying fresh, creative and putting the customer's needs first when it comes to messaging is vital.
Gevalia Kaffe, Kraft Foods
What site(s) do you have to visit every day for Marketing news?
I go to Twitter for links to new articles on Mashable, AdAge, eMarketer, Adrants, Brandweek, BrandFreak, AdFreak, AdWeek, iMedia Connection.
Facebook, Twitter
Greatest skill a good Marketing professional requires?
Looking at things from your consumers’ point of view. Being the voice of your consumer inside your company.
What's the recent "it" Marketing phrase/trend of the moment that you hear almost everyday and what does it mean for the industry and the marketplace?
“Mobile marketing” – I see this as another very promising channel for reaching consumers that will continue to grow and evolve. Just like internet was a new marketing channel in the 90s and is now quite established, the same will probably happen for mobile marketing.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Social media – so many great ways to use this medium have emerged, that I don’t really see companies wanting to use it less.
What is essential NOT to do when it comes to your area of Marketing speciality?
Don’t be predictable, don’t run the same promotions every year, don’t run promotions at the same time each year. Don’t let your competitors pre-empt you.
What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
It’s already happening – the oversaturation of marketing messages across all media. It’s hard to break through, and it’s only going to get harder. That’s why it’s so important to embrace newer channels that allow us to have more two-way, personal conversations with consumers.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I think that some ideas do travel across continents and languages, but you always have to execute in a way that takes into account local differences.
Best piece of advice you have received professionally or personally?
Don’t assume that just putting your head down and working hard will mean that you’ll get noticed and rewarded for it. You also have to build relationships, market yourself, be confident in your abilities, and don’t be too afraid to step into unfamiliar territory.
Growing up, what was the first thing you can remember wanting to be?
I always say doctor, but I think that came up when I was a bit older. When I was little, I think teacher was what I wanted to be. I still have a bit of a desire to teach one day.
Is Marketing more of an art or more of a science?
It has to be both. That’s what makes it interesting.
What is a recent campaign/presentation (not from your own company but your field of marketing) you admire?
I absolutely love Dean & Deluca's email campaign.
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