Cynthia Andrada is an email marketing strategis at Epsilon. She also has prior experience as a database marketing analyst at a retialer and a public relationshspecialist at a beverage alcohol company.
Cynthia Andrada
Senior Consultant, Strategic & Analytic Consulting Group
Epsilon
What site(s) do you have to visit every day for Marketing news?
Marketing I visit regularly include WSJ (Media and Marketing), MediaPost's Email Insider, Retail Email blog, ClickZ and I should probably mention the Email Institute, which is run by my employer. I also like e-newsletters such as the eMarketer Daily, Get to the Point Email Marketing from Marketing Profs and Marketing Sherpa's Chart of the Week.
What site(s) do you go to at least once a day for fun and inspiration?
Aren't marketing sites fun and inspiring?
Greatest skill a good Marketing professional requires?
In my line of work, it's all about being able to translate data-driven insights into actionable marketing strategies. Coming up with the right marketing strategy means you need to understand your client's business, goal and constraints. Just because your recommended strategy might be "best practice" but doesn't mean it's relevant or even possible for your client. Figure out the next best alternative.
What's the recent "it" Marketing phase/trend of the moment that you hear almost every day and what does it mean for the industry and the marketplace?
Social, social, social. When you work in email marketing, you can't escape social media. I've encouraged clients to leverage social media to grow their list by including and email sign-up on their Facebook page. (Just don't make them leave FB to sign up for your email!!!) I've also recommended testing the placement of social media elements in the header of an email rather than the footer for higher adoption rates--thanks, MarketingProfs. And even though i can't seem to get into it, Twitter is part of one ideal scenario drafted to identify customer experiences that a client's future marketing ecosystem must support.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
I understand privacy concerns but as a marketer, I'm intrigued by the developments in online tracking technology. Marketers "spying" on internet users is here to stay.
What is essential NOT to do when it comes to your area of Marketing specialty?
Don't assume what worked for your competitors will work for your business. In email marketing, it's important to keep testing.
What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market?
More and more companies are thinking about how they can do multi-channel marketing better in the future. What are the ideal customer experiences and how can companies deliver on those events? How should companies be organized? What systems need to be in place? etc. Companies need to address these questions today.
Can Marketing ideas travel across continents and languages? does globalization work or is localization more effective?
You can't separate global from local marketing--especially not in this internet age. Think of global marketing as the strategy and local marketing as the tactical execution of that strategy.
Best piece of advice you have received?
When choosing a career, don't forget to consider the lifestyle you want to have too. Thanks, Dad.
Growing up, what was the first thing you can remember wanting to be?
A pediatrician.
Where are growth opportunities within the Marketing industry as people are looking at their careers?
Marketing analytics, for sure. There's certainly no shortage of data as we become more sophisticated in tracking and measuring online and offline activity. But the challenge is figuring out what the data means and how to use it. As a result, there's an increasing demand for marketing analysts and strategists. And you're even better off if you're a hybrid.
To tweet or not to tweet?
I just can't get into it. Is it over yet?
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