Focal Points: Marketing Execs Share Their Top Priorities for 2017
Tech, data, and flexibility remain front and center when it comes to growing and monetizing audiences.
Corporate Director of Audience Development, NewBay Media
Folio: What’s your main area of focus for the new year?
Meg Estevez: Our main focus for 2017 will be audience retention and growth, in that order. We feel it’s important for us to focus on maintaining the audience we have now by building a stronger relationship or link with them via our content.
Folio: What will you be doing tactically to meet your objectives in those areas?
Estevez: We’ll be testing different technologies on our website to capture visitors that are currently not in our database by offering them content that is of value to them and timely based on what they are viewing on our sites. We are also in the process of managing all of our marketing efforts better to ensure that our audience is not being overwhelmed with too many emails or marketing promotions from us at a given time
Folio: Which channel is your most important, both as a source of revenue and for its value in supporting your marketing efforts?
Estevez: Live events.
Folio: How much does technology play a role in your marketing? Will you be further investing in technology to support your marketing in 2017?
Estevez: Technology is very important in all of our marketing efforts. From email to our website and social. And yes.
Folio: Are you engaged with marketing automation or account-based marketing?
Estevez: Yes, we just started licensing Pardot from Salesforce. We are currently going through the setup and training to start 2017 with our marketing automation plans.
Folio: How will that evolve your marketing operations in 2017?
Estevez: The goal is that by using Pardot, we’ll be able to grow the data points for our audience. We’ll be able to understand what our audience is interested in, and in turn, be able to serve them with content they want at the moment they need it.