ME 52-36: Multicultural in Digital Motion to Keep Authenticity and Engagement with Consumers

Tiffany Griffin has been taking steps in the agency world toward her current role as Sr. Digital Strategist at Footsteps, which specializes in the motion of consumers as they move through culture, gender age and environment. Prior to joining the multicultural marketing and advertising agency, Griffin spent time with the Arnell Group and Steelcase. Her ability to see the consumer and place them as a priority in any project that she works on helps her adapt to the ever-changing marketplace.

Tiffany R. Griffin

Sr. Digital Strategist
Footsteps


What site(s) do you have to visit everyday for Marketing news?
Facebook, Twitter, AdAdge, BrandWeek, TargetMarketNews... tech blogs: Mashable, TechCrunch, BlackWeb2.0

What site(s) do you go to at least once a day for fun and inspiration?
News sites: New York Times, HuffPo, The Root.

New York Magazine, High Snobette, Satorialist, Trend Hunter, Twitter

Greatest skill a good Marketing professional requires?

PEOPLE skills! You've got to understand people, be interested in people, and be willing to talk and gain insights from people.

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?

"Catch phrases" authentic and engaging. The corporate talk "at you" process is dead. Most of the big wigs made tons of money with compelling creative that "talked at," but not with the consumer. Well, it's a new day. Between job loss, consumer access to information, and Gen Y and their mindset becoming the dominant culture, the old ways just won't work. "Authentic" and "engaging" are definitely overused, but they are necessary elements to include in planning.

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

Location based check-ins. It's a consumer thing more than a brand thing really. In this share-nation and personal brand building culture, check-ins show how social you are, it shows your interest and can make you an expert with status if you frequent the same places enough. Location check-ins are great for the ego... and let's face it, we're self absorbed.

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

Don't put the BRAND before the CUSTOMER.

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?

Companies are still silo-ed and there's too much red tape. As authentic, transparent and engaging as some companies want to be, their structures just don't allow it.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Some big ideas can transfer. Basic human sentiments are relevant across languages and cultures. A smile, love, death... these images resonate across. Even more obscure ideas can transfer if the situations presented are localized and relevant to the audience. But some ideas aren't culturally relevant and the audience just won't "get it," no matter how much it works in the original marketplace.

Best piece of advice you have received?

Go home. Take a bubble bath.

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

Pediatrician.

To Tweet or not to Tweet?

TWEET for sure!

Where are the pockets of growth and opportunity within the marketing industry for people, as they're looking at their careers?

Multicultural digital behavior.