Because of the speed at which technology and marketing platforms are changing and sprouting up these days, it is crucial for corporate marketers to understand how to react and take on new roles within their marketing positions. With the increase in technology and digital platforms, there is also more valuable data to collect and decipher. It’s nothing short of overwhelming to marketers and organizations who are trying to successfully message to a specific audience and customers.
A large area of focus at the upcoming IMS event will be the topic of leveraging digital and mobile technologies. We had the pleasure of speaking to conference participant and panelist, Michele Grant, who is VP of Solution Management at Moxie, a full-service digital agency that gathers insight from data for actionable marketing strategies, and tackles these changes head on. Michele is a seasoned expert on utilizing the wide array of marketing technologies available today.
As VP of Solution Management, what are your main roles at Moxie?
I am responsible for making sure our account teams and clients understand the marketing technologies and capabilities that are available to our clients for their different marketing and customer engagement needs.
What sort of marketing strategies are you utilizing and finding most successful when it comes to facing the highly technological, digital and content-rich landscape?
One of the things all of our clients ask for and recognize as a growing need is getting the right message to the right consumer at the right time. They want to become more familiar with omni-channels and customer engagement in a coherent fashion across all interaction points, so we help them think through the entire infrastructure and the way they can utilize it to make those things happen. Our main four categories of work are content management, e-commerce functionality, customer data and the integration between all of those endpoints.
The biggest challenge we run into when guiding our clients is the unstructured strategies for true integration. There are lots of silos by channel that exist, and behind those categories are technology organizations supporting each channel. Part of what we do is help guide clients through the paradigm shift and reorganize their whole organizations in order to facilitate this new streamlined and centralized view of the customer.
Can you give us a preview of what you’ll be speaking about at IMS San Francisco?
I will be part of a panel discussion focusing on social data integration. At Moxie, we have had the pleasure of working with very large brands on their social experiences. We will talk about how you can take social data, tie it to customer records and use social profile data and social engagement data to figure out what social impact really is to overall customer engagement.
As a first-time IMS attendee, what do you hope to get out of the San Francisco conference this year?
I’m looking forward to connecting with the larger marketing community. IMS is especially interesting because from a CRM perspective, we talk a lot about outbound communications, but for omni-channel strategies to be successful, you must integrate with inbound strategies, so I’m interested in hearing new perspectives and discussing the topics with my peers.