ME 52-27: Refining the Future of Print One Marketer at a Time

Amy Thorkilsen is an expert publishing marketer driving the marketing, planning and promotional execution for a variety of categories and for some of the most respected print titles in the world including TIME, The New York Times, Sport Illustrated and Fortune. Her role focuses on providing the advertising sales team with the necessary marketing support to sell integrated marketing programs across platforms and across titles. Her interests in food, travel, photography and art give her a unique perspective when it comes to creating programs that extend beyond the page and impact the other senses too.

Amy Thorkilsen

Expert Traditional Media Sales Development Consultant

http://www.linkedin.com/pub/amy-thorkilsen/3/993/61

What site(s) do you have to visit every day for Marketing news?

AdAge, NY Times, Brandweek and WSJ

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

When I am stumped/blocked on a creative idea I find it really helpful to have a good laugh; Cake Wrecks is the website that makes me laugh so hard I snort and ultimately cry…and my stomach always hurts after a fifteen minute read. I defy you to check it out and not laugh out loud (definitely close the office door first!).

Greatest skill a good Marketing professional requires?

The ability to be a bit of a chameleon (in a good way): you’ve got to wear a lot of hats and work with a lot of different personalities to achieve your goal efficiently and effectively. Working with sales to ferret out the true goal(s) of the advertiser, analyzing research to glean specific “tentpole” strategizing, brainstorming with other team members on the overall concept, coordinating with the right vendors, and producing a truly creative presentation that demonstrates your idea powerfully and succinctly to 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 marketplace?

Social media. I think marketers need to be careful to choose when and where it is really right for advertisers. There’s a push now from clients to incorporate social media into everything and I think the approach needs to be carefully crafted so it doesn’t look like it was just included for the sake of saying that one is engaged in social media. It has to make sense and have a relevant and targeted reason for being part of a campaign. In other words, don’t do it just to say you did!

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

One word: iPad. Of course, I have always been an Apple girl through and through, but I do believe that as the iPad is refined in the future, being ready with iPad savvy apps is prudent. Look at what print media is doing to stay relevant as it relates to the iPad: NY Times, TIME, WSJ, etc.

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

You need to be honest. Every campaign doesn’t have to have every bell and whistle to be successful. It’s really all about the idea. When the idea is spot on, then everything flows from that. Maybe a single campaign will include print, TV, OOH, social media, events, and more…or maybe the idea is really only perfect for one or two media. If you’re honest and have integrity and sincere strategy behind your choices, your idea will stand out and truly resonate. Otherwise you’re just throwing spaghetti against the wall and hoping something will stick.

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?

Those of us who work in big cities in the U.S. and tend to be early adopters of technology sometimes forget that there are lots of regions where consumers still have dial-up internet connectivity… and cell towers are sparse…We need to remember that consumer’s needs and make sure they aren’t neglected. I also think that mobile platform needs more analysis before it can really have an impact.

Can Marketing ideas travel across continents and languages?

Does globalization work or is localization more effective? Certainly there are overall concepts which translate easily across continents and languages, but localization is the key for making an idea resonate with a specific consumer/nationality.

Best piece of advice you have received professionally or personally?

I don’t know if this is the best piece of advice, but it certainly helps keep things in perspective when you’re up to your eyeballs on a project: consider the TIME, QUALITY, COST triangle – pick any two.

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

Probably a designer…I remember drawing a lot of clothes and accessories in colored pencil and totally loving trips to large fabric stores where I would wander around and touch all the bolts of fabric and imagine what I would make from each of them.

Is Marketing more of an art or more of a science?

My personal approach to marketing is that it is an “art” I like to base on “science” as much as possible. I like to use research as a starting point and see what it tells me directionally. Then I switch to the other side of my brain and see what concepts best incorporate the strongest research underpinnings but are still fun and impactful in a targeted way.

Recent campaign you liked and why?
There are several, and all are very visually oriented: I love the American Express print and television ad campaign “Don’t Take Chances. Take Charge.” That begins with the unhappy faces comprised of everyday objects then segues into happy faces with Bach cello music playing underneath with minimal voiceover.

Another is the new Sherwin Williams animated paint chip commercial. Really puts a great spin on the colors of nature and how many subtle colors actually make up a natural object/animal etc.

A long time favorite is the AT&T “hands” campaign which I never get tired of seeing – each new version is so creative and straight to the point – a great global campaign example that certainly translates into any market.

I like all of these campaigns for essentially the same reason. As a photographer with a graphic arts background, I respond immediately to the visual appeal. The way each takes everyday objects and causes the viewer to respond to them in new and different ways…all of these really engage the consumer’s creativity and imagination which is key to establishing a strong relationship with the brand.

ME52-26 Mobile Marketing is NOT online marketing

Adam Grenier - who put out fires and possess true marketing salesmanship - manages the innovative mobile marketing, online video, and interactive chat services at Zoosk Inc. Adam says to really make mobile marketing work is to use it as a medium instead of a channel, and the rationale deployed for online marketing cannot always be replicated for mobile marketing. His favorite campaign? Text Haiti- which successfully drew people to get involved, without asking them to do anything extra than they do not already do on a daily basis.


Adam Grenier
Marketing Manager, Mobile
Zoosk Inc. www.zoosk.com/about

Twitter @AKGrenier




What site(s) do you have to visit every day for marketing news?
In addition to industry news, I think it is just as important important to keep up to date on what is big in consumer and tech news, as they often precede what changes happen in marketing. I listen to a couple podcasts, follow twitscoop and subscribe to about 50 RSS feeds ranging from news on NYT, MobileMarketer and VentureBeat to blogs like Mitch Joel’s Six Pixels of Seperation, and David Armondo’s Logic+Emotion.

What site(s) do you go to at least once a day for fun and inspiration?
I read tech, mobile and gaming news for fun as much as I do for work. So sites like TechCrunch, BoyGeniousReport, CNet and GameSpot tend to make their way to my browser at some point during the day.

Greatest skill a good marketing professional requires?
The brass to question things other people are passionate about. A good marketer is someone that can help improve on the brand and consumers experience – rather than someone that simply processes the work they’re asked to.

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 marketplace?
Location based targeting. FourSquare, Gowalla, Facebook, Google, etc. have all raised the bar when it comes to reaching your consumer in ultra-relavant scenarios and tailoring your messaging. What it means for the industry, is that we have to ensure that our use of this technogogy is not only timely but valuable, as to not abuse our consumer relationship.

There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?
Along the same lines as the previous answer, I think the location excitement is here to stay. Although, I don’t think it will look the way it looks today. I see location playing a much bigger role by deepening existing experience vs. standing on its own. Asking the masses to check in to things, something they don’t already do, is a huge hurdle. I’ve asked my wife’s foodie friends what they think of things like Foursquare, and they either don’t get it or scoff at the idea of changing their behavior. However, they love the idea of walking into a restaurant and geting a message that lists dishes their foodie friends and favorite bloggers have tried and what they thought. When it “just happens,” location creates a beautiful wow factor.

What is essential NOT to do when it comes to your specialty?
I can’t stress enough that mobile is NOT online. Using the exact same online rational for mobile marketing strategy, or lessons learned by the growth of online to make assumptions about mobile, will weaken your final product. Mobile is a medium, not a channel.

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?
I think the various mobile wars happening right now: iAd vs. everyone else Apple vs. Android vs. WinPhone vs. … Apps vs. WAP Smart Phones vs. Feature phones ATT vs. Verizon vs. Sprint … WiMax vs. LTE These battles are going to mislead marketers to react to buzz instead of do what is best for their brand. Before its release iAd has already done more to promote spend in the mobile space than 10 years of emerging marketing managers pushing it internally. Is that good? Yes and no. Yes, because more brands are thinking about mobile as a legit marketing medium. No, because the excitement is going to cause brands to overlook necessary strategy in such a personal space.

Can marketing ideas travel across continents, countries and languages? Does globalization work or is localization more effective?
Yes and Yes :-) Globalized marketing strategies can absolutely make sense and be extremely effective and efficient. However, localization will always be more effective because it (should) create a more personal experience. The issue is that proper localization can be very costly. My advice, if you’re looking to go global: go. But, take your time and be considerate of cultural differences, and be willing to adapt to local responses. Even if that adaptation means not existing in every local market.

Best piece of advice you’ve received professionally or personally?
The relationships you build vastly out weigh the companies on your resume.

Growing up what was the first thing you can remember wanting to be?
A fireman or an angel … now I put out fires and try to convince people what the right choice is.

Where are the pockets of growth and opportunity withint the marketing industry for people, as they're looking at their careers?
It feels too easy to say mobile. But, I think it’s the truth. The more I speak to various marketers, agencies and publishers the more I realize that, at the end of the day, most “mobile” strategy being developed, and budgets being spent, is done by online marketers. If you are a digital or online marketer, take some time to read up on the nuances of mobile from both an advertising and tech perspective. With that knowledge, speak up whenever there is an opportunity where mobile makes sense. The only caveat – don’t stop at mobile. By this time next year, the mobile pocket may very well be over full.

What is a recent campaign/presentation (not from your own company but your field of marketing) that you admire?
The work that Mobile Accord and the Red Cross did to support the earthquake in Haiti was awesome. It’s a perfect example of asking everyday people to do something they are comfortable doing – text messaging. No QR code, no app, no glitz. Just a medium for people to get involved, without asking them to do anything they do not already do on a daily basis.

ME52-25: The shift into social targeting by tapping into user graphs

A True Social Media Guru and strategist, Chris Pitre is ahead of the game in social graph and social-targeting; working with ahead -of -the- trends of tapping into user's graph to cater more relevant advertising and brand experience. However, he still states the fundamental importance of understanding human behavior and your audience.

Chris Pitre
Social Media Strategist
IDEA http://www.ideaii.com/

Twitter: chrispitre

What site(s) do you have to visit every day for Marketing news?

The beauty about social media is that my news comes to me. I don’t have a site, per se, that I visit daily like my grandparents did with the local newspaper back in the day. Rather, I get constant updates from Mashable and Ad Age throughout the day (via email and Facebook timeline). Depending on whether I need to dig deeper, I may click to read more. But, I’m on Facebook or Twitter to get the shorter descriptions first.

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

Facebook. I have fun and get inspired by my friends. From there, I get driven to a number of sites and experiences that pique my interest.

Greatest skill a good Marketing professional requires?

First, I wanted to say storytelling. But I know great marketers who don’t understand plots and character development. Then I thought the ability to be 100% genuine, but I know some situations require you to savor your opinion and true sentiment in the name of professionalism. Then I thought passion, but that’s so cliché. The greatest skill? The ability to discern people. This will drive any engagement tactic that you must face (whether in sales, with a client, consumer marketing, or interpersonal relationships). Being able to read people and shift your communication style or approach is key to winning anyone over. So, by understanding human behavior, decoding nonverbal cues, and reading between the lines, marketing professionals should be able to discern whether their ideas, strategies, and messaging resonates with their audience or not (and should shift accordingly).

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?

Transparency. As more and more clients, as well as brands in general, get involved, educated, an active in social media, they begin using the word “transparency” in their conversations and goals, which is a good thing. I love receiving requests for proposals that express the desire for transparency. As us marketers begin looking at the transparency in our messaging and making sure that what we’re saying is truth and not sales-speak, it changes the relationship we can build with customers. It changes the way we approach marketing projects. And it changes the way we conduct our business. And that’s when consumers will notice. Not when we say what we do, but when we do what we say.

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

Well, I’ve been knee-deep in the new announcements from Facebook’s f8 conference two weeks ago. Looking at the implications and possibilities of the new Open Graph and Social Plugins could mean a dramatic shift in the way marketers approach web strategy, including user experience and content strategy. By tapping into a user’s Graph, brands can totally shift the user experience and content on their website for the user and cater to their likes, events, friends, and other aspects of their personal profiles on Facebook. That’s HUGE in the space of “Social Targeting,” an IDEA-coined subset of behavioral targeting. As things progress and marketers get wiser, it will be interesting to see the conversion rates that take place from social targeting compared to sites without it. I’d imagine there would be a huge difference favoring social targeting.

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

Present invalid ideas and strategies. By invalid, I mean ideas not proven through valid research, understanding of the client’s business, and knowledge of technical and creative limits.

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?

Ignorance and comfortability. In many cases, decision-making marketers are in the dark when it comes to digital, especially social media. With the safeties of known media and traditional marketing strategies, many marketers have become comfortable with the control, pace, and expectations that accompany traditional methods. So, it’s my belief that when marketers understand the possibilities, return, and effectiveness of digital and social media when well-executed, their willingness to invest in digital will increase and see a significant return.

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

On a human level, yes. On an executional level, no. Research has proven that humans have universal needs, emotions, and behaviors. So, when marketing ideas are rooted in an essential human element and lead to the solution of universal human problems, I do think they are borderless and transcend language. However, the way that idea is communicated, shared, or displayed will likely be vastly different from region to region. I think localization is always going to be more effective, but let’s be honest. Resources will always be a major factor in a brand’s ability to localize messaging. So, whether a message gets localized will be driven by resources, return, and other numbers that will help validate the investment.

Best piece of advice you have received?

“Stop being so f***ing timid.” I think when an old boss told me this (when I was a student…yikes), it still reminds me that being straightforward in a tactful manner doesn’t make you rude. Many times, we bite our tongue or over-react to professional situations when there’s a place in the middle that ensure we get heard but still don’t alienate our colleagues. Finding that balance and removing timidity in your communication is more of a help to the listener than you know.

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

I wanted to be an anesthesiologist and live in Sugar Creek (in the 3^rd grade, it was an affluent suburb). Why? Because Katherine Hauber said that’s what she wanted to be. This was my first lesson in originality and following the crowd.

What is a recent campaign/presentation (not from yoru own comapny but your field of marketing) that you admire? and why?

I recently judged the National Student Advertising Competition for the American Advertising Federation’s District 7. The winning team’s presentation blew my socks away. These university students were so inspiring and buttoned up. It felt like a large agency was pitching. The students at Savannah College of Art and Design (SCAD) presented a sound strategy rooted in research along with strong creative. A cut above the rest.

Where are the pockets of growth and opportunity within the marketing industry for people, as they're looking at their careers?

I talk to many students, and I think understanding the digital landscape as a newcomer opens up more doors. For veterans in the marketing world, bridging digital to traditional campaigns.

ME 52-24: Observations of a Transcontinental Marketer

When she's not busy traveling across Asia, the U.S. or the EU, Hsin Pei Hsieh is bus consulting on Marketing solutions for companies and agencies in those same areas. Hsieh has always looked for the opportunity to reach and communicate across boarders and oceans. And while she believes it is possible to take a message across different nations, it is always important to amend those bigger ideas by integrating local insights and market situations.

Hsin Pei Hsieh

Independent Marketing Consultant

http://www.linkedin.com/in/hsiehbrenda

What site(s) do you have to visit every day for Marketing news?

NYTimes, WSJ, AdAge, Mr6.CC and Mashable

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

Facebook, Plurk, Fuzbiz, Nowness and The Sartorialist

Greatest skill a good Marketing professional requires?

Open-minded: a good Marketer should always be interested in exploring new experience and willingness to learn new things.

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?

Mobile marketing: as the Smartphone technology gets more sophisticated, consumers spend longer time on their mobile devices because of its daily convenience. Marketers will be successful if they can better leverage new media with an outstanding marketing concept.

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

Social media marketing provides a new way of people to conduct their social life, and is a new way of netizen behavior that all marketers must work to understand and learn about through consumer insights.

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

Don't compromise the advertising execution WHEN you know it's the right way to go. Consumers are savvy enough and know how much effort you've put into building a brand through a great commercial.

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?

Mobile marketing.

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

Definitely! A good marketing idea can travel across culture and language. It's important to be well-executed by integrating local consumer insights and market situation.

Best piece of advice you have received?

Believe in your instinct.

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

An interior designer.

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

Fad. (*answer within 150 character limit)

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

Interactive marketing and mobile marketing.

ME 52-23: Choreographing as the new marketing skill

David Saxe has always stayed true to the fundaments of salesmanship in marketing and advertising, at the same time embracing and debating innovative marketing developments. Delivering on outstanding creative work that is strategically sound, he recently opened up his own shop - Ell Creative- that strives to act as a creative extension to business’ objectives and projects. David emphasized the invention and necessity of “choreographing" from the marketer, which is to listen, engage and respond to the rise of user revolution.

David Saxe

Partner, Ell Creative

http://ellcreative.com/

Linked In: http://www.linkedin.com/in/davesaxe
Twitter: @davidsaxe
blog: http://davidsaxe.wordpress.com/

What site(s) do you have to visit every day for Marketing news?

adsoftheworld.com, adage.com, wsj.com, adweek.com

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

Thoughtgadgets.com, edwardboches.com, texags.com

Greatest skill a good Marketing professional requires?

Salesmanship. Marketing and advertising, I believe (and I’m, by no means the first), are simply the most inexpensive ways to sell a product or service. If you understand what’s going to make someone spend time or money on what you’re offering, you’ve got it.

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?

Can’t get away from crowdsourcing right now. Oh, that and the reinvention of print ads on the iPad. I love that these folks in our business are pushing for reinvention and scouring for opportunity, but I’m admittedly a skeptic of both. But we need these trends and discussions. We need to generate new ideas whether they’re accepted for the long-term, the short-term or don’t even make it off the whiteboard. Without these discussions, none of us are accessing the internet on our phones right now and an entirely new medium doesn’t even open up.

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

The invention and necessity of the choreographer (coined by Edward Boches of Mullen). We’ve always used certain mediums to communicate our (or our client’s) story. Now, the receivers of that message are also contributors of their own message—and their platform is often just as big. It’s the role of the choreographer to stay engaged in these platforms, responding to the comments and contributions of the crowd and feed those contributions back into the messaging. I’m not suggesting taking every idea your audience gives you and make it your tag—I’m suggesting that we now have to listen and respond. Nestle will tell you all about it.

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

Okay I’m excited about this question because it taps into a huge insecurity of mine. Now running a small agency, my tendency is to try to be everything to everyone. Ironically enough, that’s EXACTLY what we tell our clients not to do. It’s incredibly tempting to think you can become a serviceable developer when you really need to just hire one and do what you do incredibly well, guard it and grow it. Our clients aren’t paying for a media buyer who knows a guy at the local radio station or a developer that only operates in Wordpress.

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?

I would have to say additional media - note that I did not use the word “emerging” ;). Around every corner in our business are doomsday theories. “This won’t be around in 5 years.” “This media is going to be replaced with that media.” Social, cultural and technological changes certainly impact what we do, and we’re foolish to not adapt to those changes. But the majority of the time, these changes allow us to add another tool to the tool belt—rarely do they force us to take one out. This complicates our jobs and requires more diversified knowledge.

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

I’m a little out of my league on this question, but I’ll take a stab at it. My instinct is that this is not a black and white answer. There are some global worldviews, and when we position our brands in agreement with those worldviews, why couldn’t it be consistent globally? But obviously, there are some stories we could tell in the US that we couldn’t tell in China. Some of the needs we have here are luxuries in other countries. In the same way we may target men one way and women another way, we can’t over-generalize our messaging geographically. But can the major elements of a product or brand stay consistent and succeed globally? Sure. Again, I need to emphasize that there are a lot of folks with much more global marketing experience who may feel that I’m being too lackadaisical, and I probably am. I just haven’t experienced this conflict in a way that wasn’t easily solved.

Best piece of advice you have received?

Treat people well. My dad and I couldn’t have more divergent skillsets and interests, but he’s told me this since I was maybe 10, and I’ve done my best to stick to it. Whether it’s a CMO or a receptionist, they deserve to be treated well. Will this lead to more business? Who knows, but I’m going to do it anyway.

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

Either a veterinarian or a marine biologist. Then a test I took in middle school said I should be a heavy machine operator. Hmmm…be careful that you don’t pay too much attention to those.

What marketer do you admire most and why?

Alex Bogusky. We don’t have the same skills, and I know he’s become a bit of a poster boy as of late, but the guy just gets things done. To be honest, I probably admire the organization he’s developed as much as I admire his creative efforts. As the leader of internal culture and the personality of the agency, he’s created an organization filled with talent who will never leave unless asked to. I’m a huge believer in the power of people. An organization with the best people will smoke an organiztion with the best processes every time. He’s passionate about what we do and knows how to make that passion infectious. He hasn’t made the right call every time in his career, but he does a tremendous job of balancing what he knows and what he feels. As a sidenote, I can’t peg an individual, but Weiden & Kennedy’s work with Nike and Old Spice is bookmarked all over my computer right now. They’re almost exclusively using video on both accounts as their engagement medium – that’s allowing them to focus on nothing but the content, and the content is really top-notch. Tiger’s first spot post-PR debacle was pretty much perfect.

Is Marketing more of an art or science?

As I alluded to earlier, marketing is absolutely a blend of both. You could take “art” and “science” out of that question and replace them with “instinct” and “research” or “concept” and “fact”. There are some superheroes of our business like David Ogilvy who would probably say that marketing is a science with artistic elements. He was an incredibly successful copywriter. There are others who will tell you that science and research do nothing but hinder true creative thinking. This camp has generated some amazing products and campaigns. I don’t believe you can neglect either. If you neglect the research and psychology around what we do, you’re being irresponsible and potentially lazy. If you neglect the creative, artisitic, innovative expression you’re being stale and probably plagiarizing. Our clients deserve for us to heavily weigh both, and yes, sometimes one contradicts the other, and a decision has to be made.

ME 52-22: Words of Wisdom from A Digital Publishing Expert

A leader in the digital publishing world, Leonard Sampson’s witnessed the transition of print into digital with his 10 years of experience in marketing, 5 years of which have been with the LA Times. His philosophy? Though new media is on the rise and mobile devices are mushrooming, old school marketing theory is still most credible - by putting your audience in the center. While social media grows to be more prominent, the Director of Digital Advertiser Marketing stresses how it’s important to delicately balance partnering with your audience, adapting and respecting their privacy limitations.

Leonard Sampson
Director, Digital Advertiser Marketing
Los Angeles Times Media Group
Linkedin: http://www.linkedin.com/pub/leonard-sampson/2/589/125

What site(s) do you have to visit every day for Marketing news?

Paidcontent.org, IAB, AdAge, iMedia, eMarketer, All Things Digital blog

What site(s) do you go to at least once a day for fun and inspiration?
ESPN, IMDB, Wikipedia, YouTube, SNL and Facebook—not to post everyday, but to see what other people I know are up to.

Greatest skill a good Marketing professional requires?

There are two: Pay close attention to the details, and don’t focus solely on the big picture. The smallest missed detail can potentially derail everything; make sure you think through all the possibilities, and remember the importance of planning. Also, make sure to ASK your customers… instead of making assumptions into what they want, what they need—they are a key stakeholder.

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?
Value add. In recent years, the term had become synonymous with "adding online" for free—leveraging online capabilities for little or no cost for advertisers. While circumstances call for us to attract new business, sometimes by offering very competitive rates, we should never diminish the value of our audience, the power of voice that digital offers, and the quality of traffic we’ve achieved. Instead, the ultimate goal should be to turn value add into added "incremental" value.

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

Mobile is here to stay—whether it’s an iPad, a Smartphone or a PSP. Mobile is really hot right now and it’s going to be important in the future, as well. While right now I can’t imagine a world without my laptop… pretty soon I believe we’re going to do everything via mobile connection with one device being our dominant resource. The speed, the power, the connectivity, the accessibility…. (I can’t wait to read a book on iPad!)

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

Don’t take anything for granted or assume too much.

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?

As we've seen through Facebook recently, audience privacy is becoming more of an issue, needing and deserving more attention. We want to reach an audience at every touchpoint possible but we need to do it with user experience and long-term retention in mind—not to mention managing evolving government limitations. It's a delicate balance, and if we're not in balance we are bound to lose audience.

It's not the user's job to recognize the limitations of their privacy—when it's been hit they know it. It's our job as marketers to know what those limitations are and to adapt when those limitations evolve. We're in an age of partnership with our audience and we can't jeopardize that partnership through breach of the "privacy contract."

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

They are symbiotic. Global absolutely works and local nuances and ideas can be globalized.

Best piece of advice you have received?

If you want to play better tennis, you have to play tennis with people who are better at it than you. Got that from my Dad.

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

A jet fighterpilot… After seeing Star Wars in the theater, back in ‘77, it was all I could imagine becoming.

Is Marketing more of an art or science?

More of an art, but you have to have an understanding and practical knowledge of the science to make the most of the art. As for the science of it—you must do the market research, you must do pre- and post-studies, calculate probabilities for success, etc. But in the long run, it takes a certain artistic intuition to pull everything together.

Which marketer do you admire most, and why?
Steve Jobs. As the ultimate spokesperson for his company and their products, Jobs has shown time-and-time-again his deep understanding of marketing best practices and nuances, and the connection-power marketing can wield. He understands his audience completely; his public speaking skills are inspirational and his timing is impeccable.

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.