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?
eCommerce has been the most disruptive macro trend to upend consumer behavior over the last decade, changing the ways we all shop across most categories.
It’s responsible for significant shifts in how, when, why and where consumers research and shop, discover new products.
It’s one of the driving factors behind the rise of Retail Media, and more broadly, Commerce Media, which has altered the marketing mix in profound ways, requiring new skills and tools to gain competitive advantages, particularly in the area of personalization of messaging, which has finally become a reality for marketers vs an aspiration.
What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?
I regularly read The Wall Street Journal, AdAge, eMarketer, Yahoo News, Digiday, X, AdExchanger, LinkedIn posts, and I enjoy listening to “The Prof G Show” and “Pivot” podcasts, featuring Scott Galloway and Kara Swisher – two of the smartest folks out there.
Has there ever been an issue, trend or dynamic that you thought was going to be bigger than it turned out to be?
Sure – I though in-store beacons had a ton of promise, enabling marketers to better engage shoppers WHILE they were shopping, but I think the capital investment scared a lot of players from pursuing further, coupled with the issue of potentially being too disruptive, or intrusive, to the shopper.
In-store QR codes seem to have filled that purpose pretty well, allowing shoppers to chose when and if they want to engage.
Latest MAPS Interviews
- Hear whether Jeff Buchan thinks it’s possible to balance privacy and personalization.
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Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?
I was always a huge fan of Apple’s “I’m a Mac, and I’m a PC” campaign (2006-2009). A powerful ad doesn’t just inform – it inspires. By blending credible information (features, benefits, proof points) with emotional resonance (aspiration, identity, belonging), Apple’s campaign transformed their products from something you just buy into something that defines you.
It persuaded their consumers to not just see Mac as the best option, but to see themselves as the kind of person who chooses that brand. That’s great advertising, and we all know how well it worked for the brand.
How MAPS Can Help
Get in touch to share your objectives and we can help you understand how your brand is perceived on any of today’s fast-moving issues. Our free MAPS Snapshot provides a clear view of your reputation compared to your competitors on a single fast-moving issue.
What has been the defining moment of your career, and why?
Around 2010, while working as a brand manager at Bayer Healthcare with the company’s largest digital media budget, I realized there were no true digital media or eCommerce experts around me. It was clear that this emerging media and sales channel was the future, and I wanted to make it my full-time focus.
I had met digital experts, retail experts, and brand experts – but never someone who deeply understood all three. I saw an opportunity to set myself apart by becoming that person.
That realization shaped my career path and paved the way for all of my future roles, leading to wonderful job opportunities and never-ending learning experiences that have made my career more rewarding than if I had stayed with a singular focus.
Top Insights
- DEI Backlash: Why Some Brands Survive and Others Get Burned
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Looking into the future, which fast-moving issues and consumer dynamics will marketing and communications leaders need to be aware of?
AI has been around for many years, but consumers are now using it in their daily lives. Many of us expect it to replace legacy search engines completely, as well as other ways that consumers search for products and plan their shopping trips.
It will be important for brands to stay ahead of this curve and ensure they are “showing up” well in whatever new tech consumers adopt going forward to simplify their lives and accomplish their daily goals.
Additionally, our economy has been bifurcating for years now between the “haves” and “have nots” and mainstream brands with mass-market aspirations need to develop cohesive strategies for their products or services that distinctly appeal to the full spectrum.
What one piece of advice would you share to those starting their career in marketing and communications?
Be flexible, curious, and never stop learning.
As soon as you feel like your personal growth has slowed down, find new ways to expand. f that means just volunteering at your current company for side hustle jobs – do it! Or, learn and develop new skills outside of work.
Go after those new experiences and find ways to distinguish yourself from others. Find your personal “secret sauce”. That’s what I look for when I hire people.
Where to find Mike: