ME 52-32: Cross Media, Cross Platform, Cross Country, an Industry Analyst Sheds Light on the Future Digital Landscape

ME 52-31:Her time in Hawaii may have helped prepare Hailey Crowel for the diverse space she seems to have always occupied professionally. Initially, it was working in a digital space for a traditional media powerhouse, now it's working on a category that encourages consumers to leave home while Crowel just uprooted her own life in the states to move across the world. Crowel's ability to immerse herself in a new environment and adapt quickly is a particular marketers' strength and allows her to perceive opportunities and insights within new media and a complicated category.

Hailey Crowel
Industry Analyst--
Government, Travel and Tourism
Google Australia
LinkedIn: http://au.linkedin.com/in/haileycrowel

What site(s) do you have to visit everyday for Marketing news?

In large part because I believe being successful in marketing or any other function supporting online media requires having a really thorough idea of how the industry is changing, I religiously read PaidContent.org; I've yet to find a site that covers it better. Other than that, I read MediaBistro, AdAge, and a whole host of Aussie sites (B&T, Travel Today) now that I'm in the southern hemisphere.

What site(s) do you go to at least once a day for fun and inspiration?

Facebook, ESPN (they always have some of the most creative homepage ad executions and I'm a bit of a sports nut), latimes.com (because I'm still really loyal) and lately, I've been a bit obsessed with FourSquare.

Greatest skill a good marketing professional requires?

The greatest skill would be a good editing eye. I think as marketers in general, we tend to get caught up in the details. in online media in particular, there is a completely overwhelming amount of data out there and the competitive set is so wide, that it's incredibly easily to want to include everything in a pitch, no matter if it's consumer or business facing, just to be everyone's everything. A good marketer is able to focus on what's most important and to not get lost in the process of a project or fall in love with his/her own work.

What is 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?

Gosh, I'd say it's a toss-up between "social media marketing" and "mobile marketing." I think everyone is jumping on the social media bandwagon without realizing that it doesn't work for every brand or business. it can be a great way to engage with consumers, but having a presence just to have one really doesn't make good business sense. As far as mobile marketing goes, I feel like it's the early 2000s all over again; we're all trying to figure out the monetization model and convince clients that it's important.

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

Mobile is definitely here to stay--the data is irrefutable. The newest phones have more powerful processors than the computer you might have purchased a year ago. How often do you go home at night and fail to turn on your PC because your smartphone is more convenient in getting you the info you need? Plus, all you have to do is spend a day in Japan to begin to understand how mobile will impact us in the future. Just gotta get the model right...

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

In online marketing I think it's essential not to think you know it all. There's always another development around the corner that can completely change the way your business works. The competitive set changes every single day.

What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumer or businesses?

The accuracy of syndicated research is continually the bane of my existence. I look forward to the day when online spending and visitor metrics are as accurate as they should be for such a measurable medium. Once we do that, I think it'll be easier to convince traditional media buyers that online can work for them (there's still a need for a lot of convincing in my market). Plus, the targeting will get better... and I recognize that "targeting" is a scary word right now in terms or privacy, but I really believe that online has the power to deliver the most relevant ads to me... and that's a good thing, in my opinion.

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

Working in the Asia-Pacific region, I see SUCH a disparity from one country to the next in terms of online marketing sophistication. On one end of the spectrum is Japan, a pretty mature market... then there's Australia, which in many ways is still maturing... and then there are countries in Southeast Asia just on the beginning of the journey from traditional to online marketing. I think ideas can travel across continents and languages but only if done carefully; consideration of market sophistication is particularly important... it's not one-size-fits-all.

Best piece of advice you have received?

My parents always taught me to take and appreciate opportunities as they come because you never want to think "what if." How do you think I ended up in Sydney? :)

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

I really wanted to be a dentist, for some odd reason. A bit of a far cry from online marketing and biz dev, huh?

Is Marketing more of an art or science?

My inner data nerd definitely says science. Find the right data, and you can sell anything, right? I tend to rip apart bogus "art" if it's not well-supported by fact. But, if I'm really being fair, that data really doesn't do you any good if you can't package it together with a great story... and that's where the art comes in. So it's a mix of both... but my inner data nerd is still screaming louder. haha.

To tweet or not to tweet?

You know, as valuable as it might be for businesses looking to market on the cheap (particularly small businesses looking for scale and firms that can offer quick online deals), I really hope the Twitter fad disappears. I personally find it a bit too narcissistic (and yes, I know I'm the person who said I use Facebook and FourSquare).

*Any comments/views expressed in this blog post reflect the personal opinions of the original authors, and not Google.

ME 52-31: Interactive marketing in the apartment hunting world

Steve has a strong background in interactive marketing, e-commerce consulting, web data analytics and social media. Currently the director of Interactive Marketing at Camden Property Trust - a company engaged in the ownership, development, acquisition. management and disposition of multifamily residential apartment communities, he leads innovative initiatives ( including mobile and social marketing) that engages the consumer in their process of apartment hunting. Steve speaks about the importance of online brand management and the rise of new technologies enabling interactivity with consumers.

Steve Kim

Director of Interactive

Camden Property Trust

Twitter: kimsteve

Linkedin:http://www.linkedin.com/in/stevekim

What site(s) do you have to visit everyday for Marketing news?

Adage

Mashable

Facebook

I’d be lying if I said I visit AdAge and Mashable every day, but I think Facebook qualifies as one of my primary source of marketing news. Over the years, I’ve added several incredibly intelligent individuals I’ve met in the past to my friend list such as Avinash Kaushik (www.kaushik.net) and Bryan Eisenberg (www.bryaneisenberg.com). They’ve done phenomenal jobs of posting interesting articles about our profession and emerging trends on a daily basis, which saves me an incredible amount of time I would otherwise have to find myself. I don’t mean to demean their knowledge and expertise in any way, but I couldn’t ask for a better crap filter. :grin:

What site(s) do you go to at least once a day for fun and inspiration?

Facebook.com

Buzzfeed.com

Failblog.com

Geekologie.com

Engadget.com

ESPN.com

Drudgereport.com

Autoblog.com

Greatest skill a good Marketing professional requires?

The ability to sell! If it’s not directly selling your products or services to consumers, marketing is all about selling your marketing creativity and budget plans to your company stakeholders.

What 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?

Get Mobile. If you’re reading this, then I probably don’t have to explain why mobile is such an important part of marketing these days.

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

Tablet computing is here… again, but this time it’s here to stay. Apple has sold two million iPads during the first two months, and Forrester research just came out and projected that about 20% of consumer PC sales will be in tablet form in the next two years. If you’re a marketer who hasn’t embraced the idea of shifting your online marketing strategy to leverage touch interaction, then at least open yourself up to the idea of the unemployment office representative collecting your information using a tablet-style device of their own.

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

Leave your personal social network accounts open for public viewing, or adding colleagues to your personal profiles. When you’re the person that everyone in your company turns to for online strategies, believe me when I say that the first thing they’ll want to do is see is your Facebook profile. The minute they see you doing anything stupid in your photos or say something awkward on your wall, you know you’ve lost the respect of the people that you spent more time with than perhaps even your significant other.

What' an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?

Ownership of a brand is now in the consumers’ hands, because the Internet has enabled them to have a transparent medium of communication to the world audience. As marketers, we’ve all seen the shift in marketing strategies in the last two years to accommodate social networks. It’s become such a mission critical part of business to manage your online reputation on these networks that more and more resources are being allocated to define and execute on a “social media marketing plan”. And I say that in quotes, because anyone who claims to have such a plan created is probably back at their desk to write a new social media marketing proposal, since the plan that was approved just last week is now outdated.

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

I don’t know any continent, country, or language that can stop the success of sex appeal in marketing.

Best piece of advice you have received?

If you’re good at what you do, you and everyone else that you work with probably recognize that. But being arrogant about it will just make people dislike you, and hold you back from ever feeling happy with your career.

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

I think I wanted to become an airline pilot at one point in my childhood. Then I wanted to become a cop after growing up with the Police Quest video game series. Soon after, I’m pretty sure I was convinced that I’d become the greatest video game developer and tester the world has ever known.

Is Marketing more of an art or science?

Is this a trick question? Of course, I’ll think that modern marketing is incredibly scientific. But don’t tell that to the brand marketers out there. I really don’t feel like stepping outside to settle this discussion… Houston is way too hot these days.

To tweet or not to tweet?

I hope it’s not a fad. I recently launched a Twitter campaign at Camden, where we engage with people that are in the market for a new apartment. I can’t share how we’re pulling this off, but I can tell you that we’re seeing about 40% response rates from every individual we engage with. It truly has been an unexpected goldmine for us.

ME 52-30: PR Skill Set Stretches Across Green and Social Planes

While considering herself more of a novice in the field of public relations, Yvonne Ho has managed to translate her skill set from International Relations studies to real life applications. Now a consultant for Accenture, the basic principles of marketing and putting the audience now plays an even more significant role.

Yvonne Ho

Managment Consultant

Accenture

What site(s) do you have to visit everyday for Marketing news?

Wall St. Journal and CNN.

What site(s) do you go to at least once a day for fun and inspiration?

Facebook, Shirt.woot!, greentechmedia, USGBC NCC

Greatest skill a good Marketing professional requires?

Vision--having a general idea of what they are striving towards.

What 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?

Social Media--everything and everyone is connected on social media. This movement has spanned a multitude of countries and cultures and is constantly growing. Either hop on the bandwagon or be completely left behind.

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

Green-corporations big and small are adopting the whole "green" and "sustainable" marketing strategy. And why not? It's good for the planet and green is a great color.

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

Get bogged down by the negative publicity (if any) your clients are getting, even if it's partially you're doing. There will always be haters, so just keep those creative juices flowing and eventually you'll get out of the slump.

What' an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?

Privacy--with businesses constantly trying to get into the minds of the consumer, sometimes it goes to far and borders on violation of rights.

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

Half and half. Some brands are strong enough to be recognizable across cultures, but in order to be comletely effective, some localization needs to be incorporated. It's a way to keep cultures separate and unique.

Best piece of advice you have received?

Pack light. A lighter suitcase goes a long way.

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

A writer. i was always scribbling random (and most of the time strange) stories in notebooks. To this day, I still have a vividly overactive imagination, but have realized that (my) writing is not going to put food on the table.

Is Marketing more of an art or science?

You need both.

To tweet or not to tweet?

You can tweet if you want to, but just know that most people really don't care about what you're posting!

ME 52-29: An artist +scientist+ psychologist = Marketing Research Expert

Jenna possess more than 7 years in business research and market intelligence, in grocery retailing industries and sporting goods retail businesses. She says that in the world of research, it is important to have an open mind for the best creative ideas, to obtain a greater understanding of consumer needs.

Jenna Munoz

Consumer Insight Manager

Academy Sports + Outdoors

http://www.linkedin.com/pub/jenna-munoz/11/16/b11

What site(s) do you go to at least once a day for fun and inspiration?

I like going to MSN TextTwist for two reasons – it helps me build my vocabulary in a fun way, and I can play with my 7 year old who loves it. It also allows me an opportunity to just zone out and relax after a long day of thinking.

Greatest skill a good Marketing professional requires?

An open mind. It’s easy to get used to how things are done and get stuck in routine, or to make assumptions about consumers. By keeping an open mind you keep the door open for some of the best creative ideas and ideation, and greater understanding of what needs your consumers may have.

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?

Hmm…I guess I can’t say “TomKat” since that was so five years ago. I’ll have to get back to you on that.

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

Social media marketing. Social networks like Facebook, Myspace, and Twitter are here to stay, and give marketers a real “in” with staying in touch with their best customers. Besides, what business wouldn’t like to have fans?

What is essential NOT to do when it comes to your area of Marketing speciality?

Make assumptions. Some of the most insightful learning about consumers have come from studies that challenge assumptions we make about who our consumer is, what they like and don’t like, and the way they make their purchase decisions. By trying to learn about consumers without pre-conceived notions can help us understand where consumers are really coming from and expose their underlying needs.

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?

Lack of control for marketers to funnel information to our customers. With technology now consumers have so many sources to get information, and at times consumers can now really drive brand image and messages about their experiences in our stores or with our products through blogs, forums, reviews, social networks, texting, you name it!

Can Marketing ideas travel across continents and languages?

Yes, I think in this global economy things are more inter-connected than ever before. Physically more people travel internationally, and especially with the prominence of online access all over the world if marketers want to make their ideas known globally, it can certainly be accomplished.

Best piece of advice you have received professionally or personally?

The harder you work the luckier you get! I’ve found this to be true both personally and professionally.

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

An artist, scientist, psychologist, or professor. I guess in a round-about way I was able to combine some elements of each for my current profession – market research!

Recent campaign you liked and why?

Home Depot – I really like how they use the different colors (paint) to draw your attention and then make you feel like you can do anything by yourself. Especially as an amateur “do-it-yourselfer” who is typically intimidated by home improvement projects.

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

Coming from the market research world, I have to say both!