A passionate and creative brand strategist, Richie Cruz's expertise lies in understanding the shifts and insights of culture, and establishing emotional connections for brands for consumers.
Richie Cruz
Digital Strategist
Agency Net
Linkedin: http://www.linkedin.com/in/richardcruz
Blog: (http://suitsiswatching.com/)
What site(s) do you visit every day for Marketing news?
I usually refer to my Netvibes dashboard for daily trade headlines and inspiration; I’ve compiled well over 100 feeds that keep me current. But, if there’s one that I’m particularly fond of, it would have to be “Kiss My Black Ads,” as it agrees pretty well with my sensibility.
What site(s) do you go to at least once a day for fun and inspiration?
For fun, I’d have to say that I visit PicSick, and FreshBump. And, of course, Behance, Creativity
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?
I would have to say that I hear the word “curation” a lot, as I’m sure that most people that operate within the digital marketing landscape do. I can completely understand what it’s implying, but I don’t think that everyone has amassed the same amount of taste or credibility to throw around or assign the title. It devalues it, in my opinion.
There have been fads in the Marketing world. In your opinion what are recent developments that are here to stay?
LoSo, or location-social networks, the most popular being Foursquare and Facebook Places. Aside from the rumblings from within the marketing industry, I think digital society is becoming increasingly qualitative- that is, to say, that we measure and benchmark all of our decisions, and rank the quality of those decisions by their societal perception. These networks are allowing this data to be aggregated- willingly- at blinding rates, which will eventually result in a shift in the way products, services, and occurrences are discovered. At least for the cool people, lol.
What's an imminent hurdle to the Marketing world that you think will cause significant changes to the way we market to businesses or consumers?
Everyone’s incessant speculation around which are the best employable tactics (digital vs. traditional). I’m of the philosophy that every piece of technology and media platform is simply a tool to help us (marketers) tell better stories. Tell better stories, move more product. It’s that simple.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Oh yeah. All you need is Facebook, Twitter, and Google Translate- and you’re good to go. Of course, refining one’s inherent understanding of cultural nuances is something developed over time, but the road is fruitful. To answer the second part, I think that more oft than not, they’re mutually exclusive. But in those times when they aren’t, it’s best to build programs and campaigns to scale.
Best piece of advice you have received?
Although not given to me directly, Dame Dash famously once told Kanye West, "Just make sure it's not whack." My close friend Kevin Wade made sure that sentiment served as our universal filter.
Growing up, what was the first thing you can remember wanting to be?
I wanted to be an archeologist, then a NBA player, then a journalist at a hip-hop magazine. Eventually I saw the legendary Sprite commercial featuring Kris Kross, and I immediately wanted to do THAT.
Is Marketing more of an art or a science?
When it's done correctly, its a beautiful, perfect storm or both.
What do you think are some of the most promising models for monetization of digital content?
I’m interested in seeing the mainstream adoption of virtual goods, and how they can provide true utility and enhanced experiences. I also believe brands will become “VCs”, and fund cultural experiences that matter; the brands that can reach into subculuture and introduce their consumers to the next in meaningful, mutually beneficial ways will flourish as the information economy persists and the web gets smarter.
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