Jennifer has been a part of the digital landscape for over 15 years, from her start as program manager at Adobe Systems to director of online marketing at The SCOOTER Store and continuing as the head of her own digital consultancy.
Check out her answers to our 11 Quick Questions to see her thoughts on the next thing in digital and advice for anyone wanting to get into the digital marketing realm.
- Google or Bing? Definitely Google. Even though I think they will control the world some day and already somewhat do.
- Describe your city in 5 words. Seattle: Driving, diverse, rainy, technologically hyper.
- Native Apps or Responsive Design? Responsive Design.
- Favorite place to keep up with changes in the digital world? Definitely MediaPost. I’ve subscribed to several of their newsletters over the years. Always has been a great source of info. Though, I admit, Social Media Examiner sometimes ties for that #1 spot.
- Next big thing in digital? Intuitive mobile apps – of course. And I suppose the Google Glasses are intriguing. Feels like we will all be living in a Get Smart world very soon. Hopefully no ringing shoes!
- Best example of awesome UX? I worked for Adobe early in my digital career. I love the company and their web site. Simple, clean, works, and is fast as lightning.
- Biggest digital event? Though not specifically digital, my favorite is the Start Up 2.0 weekend — because it drives growth and innovation from a city that bleeds the same. I’m a born and bred entrepreneur and am always looking for the “smart little-known guy” to support and propel things forward.
- What's the coolest trend you're seeing in social media? There are several of them. Companies getting over video phobia — making some casual, softly produced video for their sites. The use of web monitoring for social media campaign targeting. It is a little scary, the detail these tools reveal about a company’s online presence and engagement levels, but very powerful when used strategically. Facebook-sponsored posts is a mixed bag for me — great for clients, not so much for personal users who want to keep their streams authentic. It’s made FB a powerful marketing medium — coupled with the ability to target with razor specificity.
- Be honest. Which is your favorite social platform? I really like Facebook. I use it personally to keep in touch with faraway family, but also to nurture relationships with people I happen to know through business as well. I filter what those circles of friends look like, but enjoy the challenge of working relationships carefully on Facebook.
- What advice would you give someone interested in working in digital marketing? Find a mentor with a strong marketing acumen and great successes based on solid marketing methodology. Which to me means solid branding strategy rolled out across multiple media types (not only digital) with clear measurement paths in place. A solid web marketer can drive a sexy brand with all the bells and whistles, but also knows exactly what each bell and whistle’s ROI is. They are objective about creative because they know it’s only as good as response on the web. I could write a book on this topic.
- Who's your digital hero? (i.e. person who has achieved the most in digital marketing) My digital heroes are the people who have managed to stay authentic and by their posts and attitudes, preserve the original intent of social media, which is to connect with others in meaningful ways. To embrace self-expression and respect of others’ opinions — drive interaction and gain customers naturally. Sounds like a social media utopia, but one worth striving to achieve. Consumers want trusted friends and advisers not boastful brands without any substance. Chris Brogan would be an example of this, and is my personal favorite, but it is less for his achievements and more for the humility and authentic approach to his followers he has maintained despite his success. We need more like him!
Big thanks to Jennifer again for sharing all her terrific insight with us!