FAQs
- How did you get started doing this type of work?
It came very naturally to me. I was working in radio in New York City at the time when the internet was first becoming prevalent. My unique skill set of understanding both technology and marketing strategy is a result of my drive to always push the envelope of innovation. I firmly believe that it is impossible to innovate or create any successful campaign without understanding the technology behind it. Otherwise, there is a risk of causing additional costs where they may had been avoided.
- What types of customers have you worked with?
Email marketing, strategy, website and app development, market penetration.
- Describe a recent project you are fond of. How long did it take?
In working with a major newspaper in New York City and my team was often called upon to develop and execute marketing programs on behalf of the company's clients along with their ad sales representative. As strong believers in inbound marketing methodologies being vital to a campaign's likely success, SEO and many other marketing initiatives were often challenging as we needed to leverage traditional media and new, to achieve our objective. As an example, a major supermarket might approach us and need to promote their catering opportunities to businesses within the proximity to each unique location. While I certainly value that a supermarket may not come across as all that exciting, the challenge was actually quite daunting. Our deliverable was not to simply promote catering services for the supermarket as a whole- we needed to provide solutions that focused on each of their unique retail locations and their corresponding geo-footprints. Using hypertargeting and dynamic content, we identified the ideal demographic in each area, and through SEO, social media marketing, and offline media (e.g. urban paneling, printed newspaper ads), created unique content that would entice them to become engaged with the brand. Psychographic analysis told us the tone and voicing, and geography helped with whether we should focus on English or Spanish in all promotional materials. The content we provided was not about the supermarket, in as much as the industries we needed to reach in the defined geographic areas. As an example, we knew that one area had a high number of lawyers, given its proximity to a courthouse. We therefore used content those in the legal profession would find appealing and without hesitation, we began to see click thru's almost immediately. By forcing a quick web form entry to gain download access to the content, we then had contact information tied directly to a demographic, in the geographic areas in which we needed to target most. At that point, our job was done and the client needed to follow up with each lead. And in as much as I cannot divulge their rate of conversion, I can tell you they subsequently doubled their initial buy upon this campaign's completion.