Katy Rosati
Account Executive
Text 100
What site(s) do you have to visit every day for Marketing news?
PR Week, MediaPost, eMarketer, AdAge
What site(s) do you go to at least once a day for fun and inspiration?
Mashable, Gawker, The Huffington Post and Facebook, of course.
Greatest skill a good Marketing professional requires?
Being able to think like your consumer is a huge benefit. Knowing where and how they consume their media gives you an edge.
What's 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?
Social media is everywhere. Whether it's Facebook, Twitter, iReporting on CNN, commenting on news stories, the consumer plays an increasing role in how your brand is perceived and, in some cases, whether it succeeds or flops. Just look at the fallout from the BP oil spill (or catastrophe, as I like to call it). By stonewalling the media and public, BP created the vacuum that allowed the brilliantly funny (though unofficial and disparaging) @BPGlobalPR Twitter handle to steal the spotlight and control the message.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Mobile, mobile, mobile - everything is about mobile! But the hype is justified. With the rise of smartphones, iPads and mobile applications, consumers are spending more and more time accessing mobile sites and viewing content from mobile devices. Having a mobile presence can increase not only awareness for your brand, but sales as well. In fact, the other week I woke up in the middle of the night and bought a pair on sunglasses on RueLaLa, right from my iPhone. (I've heard of sleepwalking and sleep-eating, but I think sleep-shopping may be new!)
What is essential NOT to do when it comes to your area of Marketing specialty?
In PR, you really don’t want to force your news in places where it doesn’t fit. If your story is applicable to an audience, a reporter or an outlet, then fantastic. But don’t try and push your “10 Hot Tips to Keep Your Lawn Green” on the Elle editors. There’s a time and a place for everything.
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?
The question of authenticity is always lingering in the background. People are often more receptive to real-life customer examples and experiences than hearing directly from a brand. The customer may be relaying the same message, but the perception is that their experience is more valid and “spin-free.”
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I certainly think Marketing ideas can travel across continents and languages, but to be effective, they must resonate locally as well. Keeping the “big idea” consistent, but tweaking the particulars for a given region can be very successful.
Best piece of advice you've ever received professionally or personally?
My dad is an eternal optimist and has, for as long as I can remember, encouraged me to smile and look at the glass as half full, not half empty. I can’t begin to tell you how many times this has come in handy. Having a positive outlook has been valuable in my professional life, but also has played a key role in maintaining my sanity in my personal life!
Growing up, what's the first thing you can remember wanting to be?
I was obsessed with horses and desperate to be a jockey when I was little. Unfortunately, there’s not much of a market for 5'6" jockeys these days…or ever.
To tweet or not to tweet?
I’m all for Tweeting, although it’s not something I do regularly. I’m more of a Tweet-voyeur. You can’t beat Twitter for real-time updates – in fact, it’s where I get most of my news before it hits the major outlets. Additionally, since the people who follow you (or your brand) on Twitter are actively selecting your updates as information they want to consume, they can be some of your most powerful advocates and influencers in their own right. 140 character updates fit with our increasingly shorter attention spans, so I think Twitter is most definitely here to stay.
Where are growth opportunities within the Marketing industry, as people are looking at their careers?
People who can position themselves as social media experts are in high demand. Since the social media landscape will only get bigger, developing social media skills and staying on top of changes in that area make you a highly-desirable candidate.
PR Week, MediaPost, eMarketer, AdAge
What site(s) do you go to at least once a day for fun and inspiration?
Mashable, Gawker, The Huffington Post and Facebook, of course.
Greatest skill a good Marketing professional requires?
Being able to think like your consumer is a huge benefit. Knowing where and how they consume their media gives you an edge.
What's 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?
Social media is everywhere. Whether it's Facebook, Twitter, iReporting on CNN, commenting on news stories, the consumer plays an increasing role in how your brand is perceived and, in some cases, whether it succeeds or flops. Just look at the fallout from the BP oil spill (or catastrophe, as I like to call it). By stonewalling the media and public, BP created the vacuum that allowed the brilliantly funny (though unofficial and disparaging) @BPGlobalPR Twitter handle to steal the spotlight and control the message.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Mobile, mobile, mobile - everything is about mobile! But the hype is justified. With the rise of smartphones, iPads and mobile applications, consumers are spending more and more time accessing mobile sites and viewing content from mobile devices. Having a mobile presence can increase not only awareness for your brand, but sales as well. In fact, the other week I woke up in the middle of the night and bought a pair on sunglasses on RueLaLa, right from my iPhone. (I've heard of sleepwalking and sleep-eating, but I think sleep-shopping may be new!)
What is essential NOT to do when it comes to your area of Marketing specialty?
In PR, you really don’t want to force your news in places where it doesn’t fit. If your story is applicable to an audience, a reporter or an outlet, then fantastic. But don’t try and push your “10 Hot Tips to Keep Your Lawn Green” on the Elle editors. There’s a time and a place for everything.
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?
The question of authenticity is always lingering in the background. People are often more receptive to real-life customer examples and experiences than hearing directly from a brand. The customer may be relaying the same message, but the perception is that their experience is more valid and “spin-free.”
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I certainly think Marketing ideas can travel across continents and languages, but to be effective, they must resonate locally as well. Keeping the “big idea” consistent, but tweaking the particulars for a given region can be very successful.
Best piece of advice you've ever received professionally or personally?
My dad is an eternal optimist and has, for as long as I can remember, encouraged me to smile and look at the glass as half full, not half empty. I can’t begin to tell you how many times this has come in handy. Having a positive outlook has been valuable in my professional life, but also has played a key role in maintaining my sanity in my personal life!
Growing up, what's the first thing you can remember wanting to be?
I was obsessed with horses and desperate to be a jockey when I was little. Unfortunately, there’s not much of a market for 5'6" jockeys these days…or ever.
To tweet or not to tweet?
I’m all for Tweeting, although it’s not something I do regularly. I’m more of a Tweet-voyeur. You can’t beat Twitter for real-time updates – in fact, it’s where I get most of my news before it hits the major outlets. Additionally, since the people who follow you (or your brand) on Twitter are actively selecting your updates as information they want to consume, they can be some of your most powerful advocates and influencers in their own right. 140 character updates fit with our increasingly shorter attention spans, so I think Twitter is most definitely here to stay.
Where are growth opportunities within the Marketing industry, as people are looking at their careers?
People who can position themselves as social media experts are in high demand. Since the social media landscape will only get bigger, developing social media skills and staying on top of changes in that area make you a highly-desirable candidate.
