Winter 2016


09


Q: Do you have a favorite marketing channel or platform at the moment?


Jay: I’m obsessed with podcasting. There’s a ton of white space for you to own outright if you move right now on this medium. It’s so intimate between you and the listener, while also having a larger reach than one-to-one. Podcasting is intimacy that scales in an authentic way.


Q: What do you see as the “next big thing” in marketing?


Caroline: I don’t know if it’s right for every company, but the amount of people using Snapchat is rapidly increasing, and I’m seeing companies advertising on it more and more.


Deanna: I think we’ll see cocreation become even more of a focus for marketing teams. Think about partnerships you may have with other businesses and the collective knowledge you can bring to an audience you serve together through coproduced content. Or partnering with thought leaders in your industry to deliver insights through content that speaks to your audience. And probably the most untapped opportunity is partnering with your


customers to cocreate content on social or community forums. Igniting conversations through the voices of others and involving them in the creation of your marketing will be one of the best ways to drive growth.


Q: What are marketers spending too much time talking about, but not executing on?


Caroline: I go back to building relationships with customers, which can be tougher for small brands. We’ve been trying to learn what our customers care about, their customer journey, and how and when best to connect with them. Our mission is sustainability, and we think a lot of people care about that. Once they become customers, they are our biggest brand ambassadors.


Jay: Too many marketers are focused on reach and not enough on resonance. Everybody clamors to get in front of people, but very few are concerned about what happens next. I once got into a discussion with a fellow marketer about whether or not we should update a collection of design templates for social media profiles. The landing page promised an “ultimate collection,” but the content behind the


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Caroline: Google Docs and a service called Smartsheet, an online spreadsheet you can share with your team. I can also share these with our outside webmaster and web designer.


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Deanna: Asana and Trello help organize tasks and keep track of what’s getting done, and I’m finding collaborative planning tools are becoming more and more essential to the success of teams.


Jay: My brain is basically outsourced to Evernote (a workspace that lives across your phone, tablet, and computer). Every broad category has its own folder, and each note is a specific task or idea.


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form was mainly just poorly designed Facebook templates. The landing page reached and converted many leads, but the data a few months later showed that these people all churned, because we failed to truly resonate. We didn’t deliver on our promise.


Deanna: Not enough marketers are taking a step back to evaluate what they are doing that may be frustrating a prospect or damaging a customer relationship due to a poor experience. Qualitative and quantitative data help us identify opportunities to optimize the consumer experience; it’s a matter of acting on the insights we get and doing something about it. For example, marketers admire Amazon’s ability to personalize offerings based on user engagement and prior purchase. If brands are collecting data on consumer behaviors (and they are), enhanced personalization is possible and should be a goal for any marketing team. It’s not an easy road, but wouldn’t you rather be delivered a message from a brand that resonates instead of a complete miss? I think we can be doing more to change those not-so-delightful experiences that still exist. 


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