without asking them to do anything extra than they do not already do on a daily basis.Adam Grenier
Marketing Manager, Mobile
Zoosk Inc. www.zoosk.com/about
Twitter @AKGrenier
What site(s) do you have to visit every day for marketing news?
In addition to industry news, I think it is just as important important to keep up to date on what is big in consumer and tech news, as they often precede what changes happen in marketing. I listen to a couple podcasts, follow twitscoop and subscribe to about 50 RSS feeds ranging from news on NYT, MobileMarketer and VentureBeat to blogs like Mitch Joel’s Six Pixels of Seperation, and David Armondo’s Logic+Emotion.
What site(s) do you go to at least once a day for fun and inspiration?
I read tech, mobile and gaming news for fun as much as I do for work. So sites like TechCrunch, BoyGeniousReport, CNet and GameSpot tend to make their way to my browser at some point during the day.
Greatest skill a good marketing professional requires?
The brass to question things other people are passionate about. A good marketer is someone that can help improve on the brand and consumers experience – rather than someone that simply processes the work they’re asked to.
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?
Location based targeting. FourSquare, Gowalla, Facebook, Google, etc. have all raised the bar when it comes to reaching your consumer in ultra-relavant scenarios and tailoring your messaging. What it means for the industry, is that we have to ensure that our use of this technogogy is not only timely but valuable, as to not abuse our consumer relationship.
There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?
Along the same lines as the previous answer, I think the location excitement is here to stay. Although, I don’t think it will look the way it looks today. I see location playing a much bigger role by deepening existing experience vs. standing on its own. Asking the masses to check in to things, something they don’t already do, is a huge hurdle. I’ve asked my wife’s foodie friends what they think of things like Foursquare, and they either don’t get it or scoff at the idea of changing their behavior. However, they love the idea of walking into a restaurant and geting a message that lists dishes their foodie friends and favorite bloggers have tried and what they thought. When it “just happens,” location creates a beautiful wow factor.
What is essential NOT to do when it comes to your specialty?
I can’t stress enough that mobile is NOT online. Using the exact same online rational for mobile marketing strategy, or lessons learned by the growth of online to make assumptions about mobile, will weaken your final product. Mobile is a medium, not a channel.
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 various mobile wars happening right now: iAd vs. everyone else Apple vs. Android vs. WinPhone vs. … Apps vs. WAP Smart Phones vs. Feature phones ATT vs. Verizon vs. Sprint … WiMax vs. LTE These battles are going to mislead marketers to react to buzz instead of do what is best for their brand. Before its release iAd has already done more to promote spend in the mobile space than 10 years of emerging marketing managers pushing it internally. Is that good? Yes and no. Yes, because more brands are thinking about mobile as a legit marketing medium. No, because the excitement is going to cause brands to overlook necessary strategy in such a personal space.
Can marketing ideas travel across continents, countries and languages? Does globalization work or is localization more effective?
Yes and Yes :-) Globalized marketing strategies can absolutely make sense and be extremely effective and efficient. However, localization will always be more effective because it (should) create a more personal experience. The issue is that proper localization can be very costly. My advice, if you’re looking to go global: go. But, take your time and be considerate of cultural differences, and be willing to adapt to local responses. Even if that adaptation means not existing in every local market.
Best piece of advice you’ve received professionally or personally?
The relationships you build vastly out weigh the companies on your resume.
Growing up what was the first thing you can remember wanting to be?
A fireman or an angel … now I put out fires and try to convince people what the right choice is.
Where are the pockets of growth and opportunity withint the marketing industry for people, as they're looking at their careers?
It feels too easy to say mobile. But, I think it’s the truth. The more I speak to various marketers, agencies and publishers the more I realize that, at the end of the day, most “mobile” strategy being developed, and budgets being spent, is done by online marketers. If you are a digital or online marketer, take some time to read up on the nuances of mobile from both an advertising and tech perspective. With that knowledge, speak up whenever there is an opportunity where mobile makes sense. The only caveat – don’t stop at mobile. By this time next year, the mobile pocket may very well be over full.
What is a recent campaign/presentation (not from your own company but your field of marketing) that you admire?
The work that Mobile Accord and the Red Cross did to support the earthquake in Haiti was awesome. It’s a perfect example of asking everyday people to do something they are comfortable doing – text messaging. No QR code, no app, no glitz. Just a medium for people to get involved, without asking them to do anything they do not already do on a daily basis.
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