What has been the most significant change in consumer behavior in the last 10 years, and how has it impacted the way you think about marketing and communications?
To me, the on-demand expectation from consumers is the most significant change in the last 10 years. Amazon Prime definitely supercharged this expectation, but other companies, such as DoorDash, Instacart, and etc., changed the way consumers think about shopping. Now every brand must think about how they can live up to these expectations, no matter what industry they are a part of.
What do you read, listen to, or watch to keep track of developing issues and trends?
I read a variety of newsletters on various industries to keep up to speed of consumer trends as well as the usual suspects such as The New York Times and The Wall Street Journal. I also listen to way too many podcasts on things such as pop, culture, technology, and other business-related items. However, the biggest gauge I have for keeping track of consumer trends are my two teenage daughters. They seem to know everything that is happening in the world through their social media platforms.
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Has there ever been an issue or trend that you thought was going to be bigger than it turned out to be?
I am sure I have missed many trends, but the one that comes to mind off the top of my head is personal drones. I thought these would be much more useful than they have proven to be, delivering food packages, etc. I suppose there is still time but for now, it seems like drones are relegated to hobbyists and photographers. 3-D television is probably another one that I expected to catch on bigger than it has.
Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?
A few years ago, we bought an indoor rowing machine that was similar to Peloton in that it has a screen, and you can row with athletes live on the water. One of the perks of the ownership was that the quasi-celebrity athletes actually reached out to us for a free personal rowing session via Zoom. I was so impressed by this level of customer service and personalization that it inspired me to work on something similar within my own industry.
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What one piece of advice would you share to those starting their career in marketing and communications?
It may sound obvious, but my advice would be to never stop learning. We work in a fast-paced industry with ever-changing technology and consumer habits. What would work three years ago probably isn’t going to work as well today. Always keep an open mind and be a constant student.
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