How do you define marketing?
To me, marketing is the process of communicating solutions to problems. The most effective marketing educates and inspires the recipients of the message, helping them discover a way to meet a need or fulfil a desire in their own lives.
What marketing trend is dominating your job at the moment?
The overlap between marketing and operations or IT departments is a really interesting and prevalent trend. Marketing execs are more and more often involved in product management or development and need to have the technical understanding to contribute to that side of the business. Additionally, product roles need to have more of an understanding of customers and let customers and product marketing help drive their development. This CMO/CIO overlap is becoming more pronounced and both marketing and product roles need to be ready for this change.
If you had three wishes for your brand, what would they be?
23snaps is a startup and despite our explosive growth in our first year, many of the wishes we have for our brand relate to brand awareness and overall presence. My top wishes today for our brand are: 1) To see 23snaps become a household name; 2) To have 23snaps known as an expert and trusted source of information about online safety and security for families
If you had one recommendation for those looking to maximize the level of engagement with their brand, what would it be?
Find the part of your product or company that evokes an emotion in your customers and focus on building that emotional connection. 23snaps has grown so quickly and has such loyal and engaged fans because people emotionally connect with the photos of children in their family they can access and associate those positive feelings with the company.
We've made it easy to save, share and relive special moments with the children in your life and avoided overloading the service with additional features or designs. We discovered what it was that made people feel genuine love while using our product, and all of our marketing messaging, product development and product marketing is aimed at strengthening that connection.
What do you hope to gain/takeaway from gathering with other marketing leaders at BrandMAX 2013?
I'm really excited to see what new marketing trends are emerging in both established and start up businesses. In particular, I'm looking forward to hearing about how data is driving marketing decisions and access to analytics and in-depth customer statistics can make marketers more effective.
What session, other than your own, are you most looking forward to at BrandMAX 2013?
Definitely the panel discussion - The Data Game. Using data effectively will be incredibly important for marketers and this looks like a great introduction to that concept.
Meaghan will be speaking at BrandMAX 2013 on ‘Build The Next Generation Marketer Today’ – a panel debate about gaining the optimum marketing skill mix to capitalise on how the craft is evolving, alongside James Frost, Marketing Director, Nectar and Dan Robb, European Marketing Manager, Sony Europe.
26 September 2013, St. Paul’s, London -
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