Aaron Goldman is Chief Marketing Officer at Kenshoo, a software company that provides digital marketing solutions and predictive media optimization technology. He’s also the author of Everything I Know about Marketing I Learned from Google.
Question 1: How do you define ‘digital strategy’?
“I think digital strategy is redundant. At this point, there can be no strategy that doesn’t account for the digital world. So, digital strategy is really just strategy. That said, until all organizations start acting this way, it’s useful to keep using that term and reinforce digital thinking.”
Question 2: What are the three most significant digital trends that will define 2014?
“1. Multi-device marketing is becoming the default. There’s still a huge mobile opportunity gap, but not for long!
2. Marketers are moving past last-click to holistic, cross-channel multi-touch attribution. That sentence may qualify for buzzword bingo but it’s a real trend, having a real impact. We’re seeing channels like Facebook get 30% more credit when properly evaluated for its role in driving conversions.
3. Digital marketers will rely less on technologies that provide reporting and dashboards and more on tools that deliver predictability and actionability. Digital is great because it’s so measurable, but marketers spend too much time looking backwards and trying to figure out what worked. It’s time to look forward and use predictive modeling tools to project future performance. Where is my next unit of spend best allocated? Going one step further, there will be more adoption of tech platforms that can automatically act on those insights through connections to real-time bidding engines.”
Question 3: What kind of mobile device(s) do you have, and what are your three favorite apps?
“My iPhone goes everywhere with me and gets most of my attention. My iPad stays at home and is mostly used by the kids. I keep my Kindle Paperwhite in my backpack and break it out on planes when there’s no Wi-Fi.
My favorite apps are: Spotify (for me), Toca Boca (for the kids), and Netflix (for planes with Wi-Fi).”
Question 4: What do you think of the emergence of the Chief Digital Officer role?
“Similar to how I answered the first question, I’d like to think that this role will soon become extinct. Every C-level executive must be thinking and acting digitally. But because I know we’re not there yet, it makes sense to give someone the title and accountability for ingraining digital throughout the organization.”
Question 5: What advice do you have for aspiring digital professionals?
“It’s the little things make a big difference. I wrote a blog post on this topic back in 2008 and I think the tips hold up pretty well today. Well, except for the part about Blackberrys. :-)”
For more information about Aaron Goldman, visit the Kenshoo website, his LinkedIn profile, follow him on Twitter, read his book (Everything I Know about Marketing I Learned from Google), or watch his rap videos on YouTube.