May 30, 2012
The person to the left is your Interactive Marketer. Never heard of her? She works for your Chief Marketing Officer — here’s what she does for you and your company…
1) She knows how to reach your next big market — the Always Addressable Customer.
One in three US adults is always addressable — meaning they own and use at least three connected devices, access the Internet multiple times daily, and go online from at least three physical locations. Nearly two in three Generation Y and Xers are always addressable. Your Interactive Marketer intimately tracks this customer and the multiple channels they use. Most importantly, she is continually plotting ways to sell more product to this emerging customer. Joyce Ercolino, the Interactive Marketer at CSL Behring, eloquently puts it this way: “We are the front door of the company. That door has to be beautiful, alluring, and open 24/7.”
2) She can help you innovate your way out of marketing irrelevance.
Forrester’s research shows that Interactive Marketers are true innovators. Consumers are bombarded with thousands of marketing messages daily, and companies work to ensure that their interactions with customers rise above the noise to provide relevance and value. As marketing budgets continue to skew digital, the Interactive Marketer provides the agility, technical acumen, and insight into digital customers that can ultimately drive company market share and revenue growth.
If you want to figure out what’s going on with your young, digital customers, head down to your marketing department and ask to talk to the Interactive Marketer. She will give you a full briefing on the emerging consumer and how your company is going to cleverly become top-of-mind with this demanding, fickle, and growing group.