DECEMBER 20199to their CEO, CMO, and help their company make a difference. And the third is self-promoting content that includes research, case studies or projects done by the company.What specific approach do you follow while developing content?We deal with different types of cli-ent on a daily basis to make sure we are not too heavily weighted in one industry vertical. We start with understanding what our cli-ents want; we don't have a single target inside of the target company we have 2-3different people that we target. For example we do a spiri-tual marketing also known as the vent marketing; we do about 5,500 of advices per year. When we look at the targeting new industry or new company, we target people who are responsible for that specific mar-keting function within the relation team. We watch closely the concern of the CMOs and VPs of the mar-keting team, marketing people and procurement audience because dif-ferent people have different opin-ions. So, we have a segment of the audience within the organization with different messaging, content and we create marketing automa-tion program that addresses the needs of each audience accordingly.Any projects you are over seeing currently?We have got a multiple marketing automation programs in running. One is ethnic, spiritual marketing agency; we have a campaign aimed at CMOs and VPs of marketing. These two have the power of experi-ential marketing in the overall mar-keting trends. One of the campaigns we are doing is jumping on that mo-mentum and pushing on that mes-sage to our potential clients. We are also running a camping that is inno-vative and experimental. So we are underscoring that concept by doing a campaign that speaks to the five senses. We talk about five senses and how they engage during the ex-periential campaign. We are doing a couple of different task for each of the senses. That one doesn't have a long call to action as marketing au-tomation campaign do. Sometimes we send information that makes the audience think. So, we are constant-ly looking for ways to communicate the same message in fresh ways so we attract the consciousness of the audience. What advice would you like to give it to young marketing managers?Never forget that the marketing is like a story. One third is creative, science and anthropology. People think its 50-50 science and creative and they forget anthropology part. As a marketing manager, you should be able to identify a person and their problems. The way I think about market automation is in three buckets content bucket, measurement bucket and organizational bucket
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