Erin Goldsmith
National Feature Films, Promotions Assistant
20th Century Fox
LinkedIn: http://www.linkedin.com/in/
Twitter: Rockchick84
What site(s) do you have to visit every day for Marketing news?
AdAge, Techcrunch, Deadline, Variety, EMarketer
What site(s) do you go to at least once a day for fun and inspiration?
Gizmodo, because I am a tech dork; Twitter, to keep up with the latest pop-culture and local business posts and friend details; Lala a fun social-media type of music player; Alltop, a good way to get headlines neatly categorized and at-a-glace; largehearted boy, a great blog for books and music.
Greatest skill a good marketing professional requires?
Adaptability. The ability to change with the shifting marketplace is a great skill can help marketers reach their measurable goals.
What's the recent "it" Marketing phrase/trend of the moment that you hear almost everyday and what dose it mean for the industry and the marketplace?
A bit more tactical, however, "augmented reality" is a phrase that is tossed around the halls quite a bit. I think marketers are trying to make sense of the technology and how it can be used in their digital plans and brand communications. The jury is out on whether this development is actually a trend or a fad.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Many people say that Twitter is a fad, however, I believe that businesses are starting to understand how this site can leverage their business and/or communication objectives. Twitter can be a powerful tool to converse and interact with consumers and even obtain interesting insights.
What is essential NOT to do when it comes to your area of Marketing specialty?
Never underestimate the power of the consumer.
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?
I think the idea of privacy is shifting in the digital space and many consumers are wary about how much personal information they are unknowingly sharing. The questioning of Facebook's latest privacy policy is an example.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I think general over-arching concepts can be communicated across borders, however, the specific execution of concepts work best when localized.
Best piece of advice you have received?
Always ask questions. Curiosity will serve you well in your career.
Growing up, what was the first think you can remember wanted to be?
At first, I wanted to be an artist. Later that developed to be a graphic designer.
Where are growth opportunities within the Marketing industry, as people are looking at their careers?
In-theater advertising is an interesting area that shows signs of growth. Movies tend to be a recession-proof business and many studios (and outside companies) are looking to advertise in-theater on networks such as National Cinema Media (NCM).
What is a recent campaign/presentation you admire?
The District-9 campaign was a very smart integrated media campaign linking both online and offline together in a seamless manner. The out of home billboard creative was simple yet attention-grabbing hosting nothing but an icon and a statement that read "For Humans Only." The only call to action was a phone number and the District-9 website. The number actually linked to an alien-sighting hotline and the District-9 website (www.d-9.com) acted as an introduction to MNU the alien-containment program. That campaign garnered a lot of attention for the small budget film.
Not even kidding, today the phrase "augmented reality" came up repeatedly during a meeting I was a part of. Thanks to this post, I was well prepared.
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