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.