Michelle WicMandy
Director of Marketing
Southeast Media
Linkedin : http://www.linkedin.com/pub/michelle-wicmandy/1/a29/5b8
What site(s) do you have to visit every day for Marketing news?
Maybe not everyday, but I enjoy eMarketer, the Email Experience Council, Marketing Profs, SEOmoz, Mashable, websitemagazine.com
What site(s) do you go to at least once a day for fun and inspiration?
Whichtestwon.com, copyblogger
Greatest skill a good Marketing professional requires?
Every marketer needs to portray a positive attitude and employ excellent verbal and non-verbal interpersonal communication skills. Clear, diplomatic, positive communication is key to building successful relationships whether interfacing with internal colleagues or outside contacts. Take a few extra minutes to personalize messages and converse with associates on all levels. Inject some humor, too. We all need a little more laughter and a little less stress.
Your communication skills directly impact your ability to achieve sales, motivate team members, complete projects and make friends.
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?
Social Media continues to generate hype. Although the online social communities twitter and Facebook have infiltrated the airwaives, some continue to believe these sites will be automatic revenue generators. That is, if you build it, the customer will visit often and spend. Creating and managing the site is only one step of the entire process. The real trick is attracting members, engaging them in the conversation and maintaining interest to bring them back for more – whether online or in the brick-and-mortar store - and build brand loyalty.
There have been fads in the Marketing world. In your opinion what are recent developments that are here to stay?
In my opinion, twitter will stay. It’s an excellent PR and search tool. When combined with a Google search, it becomes very powerful.
What is essential NOT to do when it comes to your area of Marketing specialty?
Overstating your qualifications can prove disastrous to your reputation. Be truthful with your business associates when discussing your area[s] of expertise as well as your limitations. You’ll gain much more respect from your peers and your clients. Honesty pays off handsomely..
Can Marketing ideas travel across continents and languages? does globalization work or is localization more effective?
My experience is confined to the national level.
Using online tools such as Go to Meeting, skype, basecamp, drop box, social communities and many others facilitates information sharing and human interaction regardless of location. Spanning the globe and interacting with a variety of cultures definitely creates opportunities for generating a greater amount of ideas. Localization, however, gives the advantage of a deeper understanding of the local market, trends, psychographics, behaviours and such.
Best piece of advice you have received?
On a professional level, I have received TWO best pieces of advice.
1. Get involved in peer groups and stay connected. Join professional groups, maintain your education and network. Some of the best ideas and creative solutions will derive from like-minded professionals. This suggestion came from a marketing professor.
2. Take a position for the learning opportunity over the salary. Education is priceless and will open doors. The experience gained will lead to advancements or new opportunities. A colleague offered this advice early in my career.
Growing up, what was the first thing you can remember wanting to be?
In third grade, I wanted to be a teacher. Throughout my career as a marketer, training and development has often been an added responsibility. For more than 10 years, I’ve been an adjunct lecturer at the University of Houston – Downtown. Funny how things turn out!
Is marketing more of an art or a science?
Marketing is both an art and a science, but I believe marketing is more of a science. To achieve success, one still needs to follow the rules to develop a program with a solid framework. We need to plan, research, implement, measure results and then make adjustments. Add, the tools of the virtual world: PPC, web analytics, web development/coding, email metrics. These require methodical processes that provide measurable, quanititative results for analysis. The art is adjusting and tailoring the program – the grap to fit the needs of the customer and make it uniquely ours.
Where are the pockets of growth and opportunity within the marketing industry for people, as they're looking at their careers?
Online marketing continues to grow as companies are devoting a larger portion of their marketing budget to online efforts. Accredited universities are either offering courses devoted to online marketing or are in the initial stages of adding marketing technology in their business programs. Many colleges and universities are beginning to develop master’s programs in marketing technology.
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