ME 52-42: Marketing Consultant speaks of immediacy in the marketing communication world

Having worked in marketing and advertising for 30 years, Imelda believes that adaptability to change is the key to a marketer’s success. As a consultant, she keeps up with the immediacy of communication, new interactive technologies but holds strong to the fundamental principles of marketing, such as avoiding an ADD culture.

Imelda Gott

Marketing & Advertising Consultant and Contractor

http://www.linkedin.com/pub/imelda-gott/2/724/676

What site(s) do you visit every day for marketing news?

NYTimes.com, wsj.com, Adage.com, aibchouston.com, and some energy-related sites.

What site(s) do you go to at least once a day for fun and inspiration?

Rottentomatoes.com, Pandora, chron.com

Greatest skill a good marketing professional requires?

Adaptability to change—in the market and even in the client.

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?

The recent phrase that resulted in a huge change in the company for which I work is “Move the Dot.” After being on vacation, I heard a co-worker discussing a very expensive presentation that was made to our top executives. The premise was that you wanted to do whatever was necessary to “move the dot” and make people want to buy your product. It really didn’t resonate, since the company is an energy wholesaler. All the business units were to operate as independent businesses, and I couldn’t really figure out how this would impact sales—until I realized that the “product” was not what the business units were producing—the excutives were going to sell the company. Four months later, the company is now in the process of a merger.

There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?

The immediacy of communication. While this has been building since the mid 1990s, with the growth of sophicated smaller devices with huge storage in the past couple of years, marketing has really changed. While this has tremendous advantages, I think that sometimes the creative process suffers from the standpoint of actually having enough time to develop concepts and ideas.

What is essential NOT to do when it comes to your area of Marketing specialty?

Reacting immediately: While sometimes our best idea is the first that comes to us, it is essential to think a few steps ahead and consider alternatives.

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?

Actually I see two: Anonimity and our ADD culture. Although as marketers we attempt to create a personality in our communications, where is the person or people behind the message? For success, I think there must be the overture at least to a two-way communication. The other is the expectation by many audiences that five seconds is enough to convey the message.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?

They do it all the time. I love to see the best commercials from other cultures—the humanity of comedy, the beauty of a country I’ve never been to. Clothing designers have done this for centuries. Globalization works, and there is no avoiding it. But there must be a local approach, something that says there is integrity in the product.

Best piece of advice you have received professional or personally?

“There’s perfect and there’s commercially acceptable.” This was told to me by a printer when I was really just starting in my career. Striving for perfection is great, but don’t be like one of those priests pacticed self-flagtion. Go on to the next project.

Growing up, what was the first thing you can remember wanting to be?

An Interior Designer.

To Tweet or not to Tweet? Fad or here to stay?

I don’t tweet, but that is not to say that it’s not here to stay. I might tweet later. I might start tweeting next week—if I find something I can’t get any other way. It will be around for a while, but it might just end up the equivalent of a landline phone in a few years. Who knows?

Is Marketing an art or science?

I think that it’s both. The soul of the artist has to compete with the soul of the machine, but that is what makes marketing such an interesting field. Someone will think of the most creative way to present an idea, and it may also encompass reaching people with a very old marketing technique. Look at the Apple stores: the most innovative products using pure point of purchase to reach customers.

ME 52-37: Exploring the Alchemy of Content Marketing

Rachel Parker is currently Senior Copywriter and "Brand Voice Alchemist" at Lyrica Copywriting. Rachel's diverse background includes full-time positions on both the corporate and agency sides of marketing and communications as well as a broad array of freelance work. Her client list includes some of the biggest names in Houston: Hewlett-Packard, SYSCO Foodservice, AIG American General, Methodist Hospital and many more. She has worked side-by-side with clients large and small to help them build brands, establish print and online presences, and make their voices heard across their markets.

Rachel Parker
Brand Voice Alchemist
Lyrica Copywriting
Twitter: lyricacopy
LinkedIn: http://www.linkedin.com/in/lyricacopy

What site(s) do you have to visit every day for Marketing news?
My Google Reader, where I pick up Mashable, Social Media Examiner, Seth Godin and Social Media Today, plus some specialized branding blogs like Interbrand and Brand New.

What site(s) do you go to at least once a day for fun and inspiration?
I love Nick Usborne's Web Content Cafe for content ideas and blogging tips, and my buddy Richard Baron always has interesting ideas to share at Signalwriter. When I really need a brain break, I'll mosey over to BuzzSugar or Entertainment Weekly for some entertainment lowdown.

Greatest skill a good Marketing professional requires?
The ability to create a distinct brand and maintain it consistently across all channels.

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've been seeing a lot of buzz around content marketing lately, which, as a writer, gives me major warm-fuzzies! I think we're getting to a place where content--and by "content," I mean not just text on a page, bu also video, audio and interactive elements--really is starting to take center stage, and clients are willing to pay for it. I've heard it said that we're flooded with information but starved for knowledge, and there's definitely a market for those who can compile all that info into functional, usable resources.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
I'll admit I had my doubts about location-based social media, but now I really do believe it has some staying power and yet-untapped business uses.

What is essential NOT to do when it comes to your area of marketing specialty?
It's important not push your own agenda. True, our clients are paying for our expertise, but we can't just become talking heads. First and foremost, we need to really listen to and respect the client's needs, goals and values.

What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumer or business?
Attention spans are getting shorter and shorter, and our challenges as marketers is having enough customer contact to stay front-of-mind without becoming a nuisance.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
If the brand is strong and resonates with people at a visceral level, it'll be highly portable across borders... as long as you do your homework thoroughly and understand the culture you're reaching out to. Let's not forget the ill-fated Chevy Nova campaign.

Best pieces of advice you have received professionally or personally?
Be yourself, everybody else is taken.

Growing up, what was the first thing you can remember wanting to be?
I had big dreams of becoming a stage actress!

What is a recent campaign/presentation you admire?
I really like what WalMart's done with their brand, from the softer logo to the friendly tagline "Save money. Live better." And i love that they've actually backed it up by cleaning up their stores and really focusing on improving their shopper experience.

To tweet or not to tweet?
to tweet! in just a couple of years, Twitter has evolved from a tweener playground to a viable business MarCom tool, even playing a key role in political developments like the student movements in Iran. It's definitely here to stay.

ME 52-21: Semiconductors to Information Technology the Marketing Lessons Hold Fast

Whether it's being first to market or heading the product launch of innovative technology, Mike Narodovich has always looked towards 'what's next?' and future opportunities and marketplace expansion from the US across the ocean to China. Narodovich acknowledges the importance of marketing fundamentals and lessons learned while having some fun. By listening, communicating and eschewing the "secret decoder ring" status he provides clarity and brand positioning for a technology-focused industry.

Mike Narodovich

Director, Merchant Services

InfoPower
Linked In: http://cn.linkedin.com/in/mikenarodovich
Twitter: @mikenarodovich

What site(s) do you have to visit every day for Marketing news?
Tech: Engadget (product positioning and reviews), AppleInsider (many links to tear downs on product packaging)

China: Shanghaiist, All Roads Lead to China, ChinaSmack

I'm one of the least web savvy people out there, I just find it too distracting. I'm mostly on the phone or with customers.

What site(s) do you go to at least once a day for fun and inspiration?
ChinaLawBlog: I enjoy reading the anecdotes about business in China. I always learn a lesson and have a few laughs. I also make sure to watch TED podcasts over mealtimes; taking time to process the talk keeps me from getting right back to work.

Greatest skill a good Marketing professional requires?
Listening. It's hard to deliver something new that is not already on the radar of an audience. Truly great designers and communicators can do this effectively, but few of us operate at that level. By listening, I learn how to deliver messaging in a way that reflects my audience's needs & wants in a package that they can accept - especially in the cross-cultural environment I work in.

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?
The foreign business owners I work with in China equivocate social media with free advertising. Everyone loves "free", but does broadcasting equal marketing? Creating effective communication channels and 1:1 marketing with customers when the domestic internet is not in their native language is a challenge. This is one area where I hope to add value.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Corporate Social Responsibility. Relabeling "community building" as CSR and patting ourselves on the back seems a bit tacky. Creating global PR to show that a company now engages in ethical business practices creates more questions in my mind. I think that the brand differentiation opportunities related to CSR are actually very narrow. There are many other non-mktg. benefits to motivate CSR programs, and in these instances the efforts don't need a global press release.

What is essential NOT to do when it comes to your area of Marketing specialty?
I avoid the pigeonhole! Working with IT solutions can be like ordering food from a menu: an expectation of what is coming, when, and how much will be paid is natural. That model was desirable when I worked with engineers. Working with other marketing professionals, I want to exceed their expectations AND be perceived as flexible to meet their dynamic needs. This encourages dialogue and increases customer satisfaction. Whenever I've become pigeonholed, the communication flow is inevitably one-way and the customers become increasingly critical.

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?
Technology products are marketed by their capabilities. Using computers as an example, capabilities are often wrapped up in mystifying specifications: processor speed, screen resolution, memory size (and type, and speed), video card model, how many polygons can it process, etc... What's a polygon? As an industry evolves it should not require a 'secret decoder ring' just to understand what you're getting. Smart companies give the customer clarity and position their product without a dizzying menu of specifications.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
There are plenty of stories of firms trying to mimic validated approaches from abroad only to meet failure in China. I respect the chasms that separate cultures; some ideas can leap over them, some can't, and that difference is often market segment and/or culture specific. To me, this makes localization the more effective (yet slower and costlier) approach.

Best piece of advice you have received?
On my first day at my first job my boss handed me a printout of "A Message to Garcia", a short reading on the value of people capable of doing things by themselves. Promoting this image of reliability and integrity in my career continues to open doors for me. Read it at:

http://www.birdsnest.com/garcia.htm

Growing up, what was the first think you can remember wanting to be?
I only ever remember wanting to be a teacher, probably because I got picked on a lot and teachers were the only people who were nice to me. It amazes me when I meet people who have pursued a dream since early in life; that clarity of vision and sense of purpose is inspiring.

To tweet or not to tweet? Is it a fad or here to stay?

For companies its a no brainer to tweet. First, I think many of us find tweets more convenient to monitor press releases, blog posts, etc... as opposed to feed readers. In 100+ characters I determine if a tweet fits me or not, that's fast. Tweets help me focus, they're efficient and I want companies to keep it up. Second, searching to see what is being said about your brand and the ability to reach out directly to the people saying it is a game-changer, akin to spying on word of mouth recommendations. I expect US firms to outsource more mktg. assistants in Europe/Asia to monitor discussions 24/7/365 to respond to customer concerns ASAP before they snowball into bad pr.

On the personal side. I'm interested in the concept of online reputation management. In the U.S. its common for people to separate their work and personal lives. I hope corporate employees aren't broadcasting company tweets on their account. The self-employed/entrepreneur has a choice of managing multiple accounts (disparate personalities) or self-censoring to project a unified and controlled image. In Greater China image control is an important part of the culture. In the US, I expect more management of multiple profiles - people will take the time to fully express themselves.

What are growth opportunities within the Marketing industry, as people are looking at their careers?

I'm in China now, where marketing is not valued nearly as much as in the U.S., so I can't comment on detailed opportunities. I'll talk about marketing as a career in the technology segment. I'm very inspired by Mark Cuban's recent blog post (blogmaverick.com, Apr 06 '10). As I've transitioned from marketing analyst to commercial leader; a scale now balances in my head between "thinking" and "doing". I feel that a marketing leader who balances thinking (spending money to create the future) and doing (acting now to create revenue and win friends in sales, but not always chasing the competition's tail) can be successful anywhere and will move to exec levels.

ME 52-20: Marketing Communications in a global environment

Andrea heads up the standardization of all marketing tools that are needed for her company - Phillips'- global marketing communication materials. She talks about the consistent messaging that is needed for marketing communication strategies, and how it is to work in a truly global team.

Andrea Huang, Marketing Communications Manager, Phillips

Linkedin:http://hk.linkedin.com/in/andreahuang


What site(s) do you have to visit every day for Marketing news?
www.shinyshiny.tv – cause they also include special gadget for girls
www.nytimes.com
Strategy, marketing and innovation forum group from Linkedin
...and randomly pick some gadget websites to check out if there is something new

What site(s) do you go to at least once a day for fun and inspiration?
http://thesartorialist.blogspot.com –to get to know everyday fasion and style off the street. Also,to get inspiration of portrait photography.
Facebook, to be in touch with friends all over the world.
www.wallpaper.com

Greatest skill a good Marketing professional requires?
Communication skills. Able to create a relevant and impactful communications and messages to the target consumers.
And able to work in a dynamic environment with managing multiple projects. Knowing how to set up priorities, can help you focus on the key things that really matters to the business and you can also execute it with excellent performance.

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?
Internet marketing is the trend that a lot of marketiers should be aware of. This impacts almost all kinds of aspects of marketing , from strategy, planning, marketing communications, marketing mix and research…etc. A lot of organizations are spending more and more budget to expand the resources on how to integrate digital tools to satisfy the customers in new ways. Marketing managers are also getting more and more responsible on defining an internet marketing strategy, maintating the company website alongside traditional marketing activities.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Sustainability. Especially in Europe, sustainability products are well supported and much preferred by consumer even though it might cost more than a non-green products.

What is essential NOT to do when it comes to your area of Marketing specialty?
Not to create inconsistent message to consumer and ensure activities are inline with branding.

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?
Depends on which industry. For consumer electronics, I think the way we communicate need to be unisex, or avoiding too much of a masuculine or feminine only approach. Baby care products are not necessarily communicating only for women, and new electronics or gadgets are not meant to be only for men. We tend to communicate with the consumers according to their lifestyle not by gender.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Yes. As a multinational company, a strong marketing proposition and plan can go global. While it needs to have excellent local execution with integrating culture and market situation.

Best piece of advice you have received?
Make sure you make a difference

Growing up, what was the first think you can remember wanting to be?
Detective, especially after reading a lot of Sherlock Holmes stories and movies. I was addicted to his heroic stories during my junior high school period.

What is a recent campaign/presentation (not from yoru own comapny but your field of marketing) that you admire? and why?
Addidas Me,Myself campaign. It gives an inspirational message to women for not only being confidence but also celebrates the individuality. This campaign were consistently exected from ATL print, online and all addidas shops.