ME52-15: Getting a Handle on Tech Space

A cocktail mix of gaming and digital and now, Adam Ziccardi operates in a world where speed and adaptability are key attributes of any good marketer. With social graph and buzz words like global/local infiltrating the everyday workspace, Ziccardi believes it will take the art and science of marketing to remain on top of the tech-sphere.

Adam Ziccardi

Product Marketing Manager,

CBS Interactive

What sites do you have to visit every day for marketing news?

Ad Age Digital, Product Marketing blogs, but lately more and more friends and collegues will post links on Facebook or Twitter.

What sites do you go to at least once a day for fun and inspiration?

Make Magazine blog, Hack-a-Day, Instructables--I'm by no means a hacker but I love to see what cool things people are doing with technology.

Greatest skill a good marketing professional requires?

The ability to balance creativity with analytical skills.

What's the recent "it" marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and marketplace?

Social Graph--Marketers wainting to take advantage of the rise in "public" word-of-mouth interactions (Facebook, Twitter, Buzz) and weave their way into that conversation. It's a crowded marketpalce with a lot of noise but brands still want to message users in this space, whether it is appropriate or not.

There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?

Global/Local--with technology moving as fast as it is, I think the buzz term Global/Local is becoming more and more a reality. Mobile advertsing by location is making its way into more aspects of everyday consumption.

What is essential NOT to do when it comes to your specialty?

You can't be closed-minded or have a negative attitude.

Can marketing ideas travel across continents, countries and languages? Does globalization work or is localization more effective?

Haven't seen globalization work in display advertising.

Best piece of advice you've received professionally or personally?

Listen first, talk second.

Growing up what was the first thing you can remember wanting to be?

Scuba diver who painted pictures of the ocean.

To tweet or not to tweet? Fad or here to stay?

I'm not a big Twitter contributor. I do find some value in following companies/brands that I like because of interesting news or offers they might send.

Is Marketing more of an art or more of a science?

Science when it comes down to execution, but I think the art lies in being able to look at the data with the right perspecitve to take advantage of it.