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?
Consumers are more educated and are more inundated than ever before. As the barrier to entry across every market decreases year over year, competition for awareness and conversion as dramatically increased. On the marketing side of things, I focus on product differentiation, clarity of communications and offering an interesting point of view. Making the message unforgettable is the only way to ensure your brand rises above the noise.
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What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?
My favorite podcast is Pivot, with Kara Swisher and Scott Galloway. Everything else is true crime and therefore not relevant (hey, you gotta take a break from marketing every once in a while!).
Has there ever been an issue, trend or dynamic that you thought was going to be bigger than it turned out to be?
I am surprised that the metaverse and VR as a whole aren’t bigger, better engaged markets.
Looking into the future, which fast-moving issues and and consumer dynamics will marketing and communications leaders need to be aware of?
For sure, AI. It’s touching everything we do. I’m so immersed in it that I’ve realized I’ve developed an AI-speak detector – and I believe a lot of savvy buyers are going to have it pretty soon too. AI is a great tool, but it’s no replacement for human ingenuity, which is what composes the art behind the art + science of marketing.
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What one piece of advice would you share to those starting their career in marketing and communications?
Learn how to project plan, how to execute, how to track ROI on your efforts, and every possible technical skill possible to supplement your career as a marketing + communications professional. Keep an eye on what’s going on around you, how the tech is changing, mindset is shifting, and where the dollars are. This will ensure you’re irreplaceable.
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