ME 52-38: How do Marketers Break Back into the Mix?

In one way or another, "I'm with the band" seems to have been a mantra for Sarah Epler, Social Media Coordinator for MTV . Whether it was watching as her dad manage rock stars during her childhood, interning at record labels, working at a radio station, crossing paths with music bloggers and fans during her Hey! Nielsen days and now working at the television network that all musicians have to make a stop at, music has played a part. She's a crossover success story, not from country to rock, but from the creative side to the business side of entertainment and from traditional communications to the forefront of new media. Location based, word of mouth, credibility and content, it is evident that Epler has learned the art of marketing and understands the rhythm and beat of social media--a "marketing" rockstar in her own right.

Sarah Epler
MTV
Social Media Coordinator

What site(s) do you visit every day for marketing news?
Since I work mainly the Social Media space, I'm a hug fan of Mashable. However, online marketing seems to be constantly changing and updating so much that I really don't depend on a particular blog or site for news. i tend to get all of my info from the incredibly connected and aware group of friends, colleagues, and fellow social media geeks that I've curated on Facebook and Twitter. I'm completely in the dark without them... but let's just keep that between us, shall we?

What site(s) do you go to at least once a day for fun and inspiration?
Aside from Facebook and Twitter, I really like Buzzfeed and am constantly on the intensely collaborative blog community Oh No They Didn't. I'm lucky that my job is dependent on pop culture news and conversations, but these sites are also the beginnings of incredible viral content. Buzzfeed has started to implement metrics and very user-friendly tracking that only adds to the overall experience of participating on the site.

Greatest skill a good marketing professional requires?
The insight and ability to simplify. In my experience, simple compelling, and uncomplicated campaigns are the most effective.

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 the marketplace?
RETWEET! It's still kind of unbelievable to me that clicking on button can disseminate information to millions and millions of people, but it's one of the easiest and quickest ways to take advantage of WOM marketing and keep your original and intended voice. Best of all, it's free.

There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?
Online, social and mobile are here and they're going nowhere. I'm really interested to see what location-based online mobile applications are going to do in the future. Foursquare is a fun user experience, but I don't know if we as marketers have figured out the best way to use it yet. I think it has the potential to be huge, but not every puzzle piece has clicked into place. I'd like to see it rise to its full potential and someday rank with Facebook and Twitter.

What is essential NOT to do when it comes to your area of Marketing specialty?
A follower's loyalty is only as strong as the content that we put out. This means not only keeping fresh content on our outlets, but not always asking our followers or fans for something in return. Also, we make sure that we are completely transparent. In this job, credibility is king. if a brand loses its credibility, it's lost everything.

What's an immediate hurdle in the marketing world that you think will cause significant changes to the way we market to consumers or business?
Consumers are constantly inundated with marketing and advertising messages to the point where we have learned to ignore and turn off. With so much self-controlled content, how do marketers break back in?

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I think that a mix between globalization and localization is the best way to go. Working in a non-location based capacity has taught me to meld the two to best connect and get a point across.

Best piece of advice you have received professional or personally?
Intern as much as possible! I started interning when I was 17 and did so throughout college. Every job I have gotten has been because of the skills I learned and the connections I made while interning everyhwere I could.

Growing up, what was the first thing you can remember wanting to be?
My dad managed rock bands when I was growing up and I always wanted to be the girl who sold t-shirts at concerts. Put on a sassy attitude, travel the country in a bus with rockstars, and not have to wake up early in the morning? Being a merch girl sounds like the best job ever. But then again, that was before Facebook.

To Tweet or not to Tweet? Fad or here to stay?
HERE TO STAY! I'll admit, I find myself incredibly lucky to do what I do every day and that I'm able to take advantage of such a great platform and way of communication.

Is Marketing more of an art of more of a science?
I think it's definitely more of an art. If you figure out a formula for the perfect marketing campaign, send it my way.