Marissa Pick is the Director of Social Media at Euromoney Institutional Investor. Marissa advises over 100 global businesses internally on best practices to help drive traffic, membership, engagement, and ROI from social media effort across publications, events businesses, and other internal programs.
Question 1: How do you define ‘digital strategy’?
“In my opinion, a digital strategy is a plan to accomplish something with the benefit of incorporating digital tools. It sounds simple, but it really should be unique in order to hit business objectives with actionable and measurable results and ROI to be attributed.”
Question 2: What are the three most significant digital trends that will define 2014?
“1. Mobile is King! ‘Mobile’ has been the keyword of every conference I’ve attended over the past 12 months. There’s a big shift towards a mobile experience for the customer. Customers now have the expectation that they can get what they want in their immediate context and at crucial moments of needs. More businesses need to develop a mobile strategy to further engage with their customers.
2. Switching to a Customer First Mentality: The most successful companies will listen and adjust their marketing and digital strategy to ensure it’s in line with what they’re customers want. More companies need to provide help where and when their customers want it and create more of a digital journey to ensure that they’re meeting their customer’s needs.
3. Big Data: What exactly is this? New, unstructured data types that can’t be analyzed by traditional means. Big data when matched with marketing automation can be a great tool for the digital marketing professional and a clear advantage for anyone lining up a strategy to stand out in today’s congested world. Big data can give a competitive advantage when leveraged to match what your brand delivers to your customers when considering where they are within their buying process. Customized and personal content is crucial in 2014 and when marketing professionals leverage big data, they will have a clear advantage.”
Question 3: What kind of mobile device(s) do you have, and what are your three favorite apps?
“I have an iPhone 5s and an iPad Mini. I got both of them the day they came out (I’m an avid tech geek). I got it the iPad Mini in the midst of Hurricane Sandy. I had no power for two weeks, but got my new tech tool to play with once I was back up and running!
My three favorite apps are:
- Starbucks- I’ve locked in my gold card again successfully.
- WordPress plugin – I blog quite a bit at marissapick.com and you never know when creativity and the urge to write will hit.
- CardMunch – I collect so many business cards while traveling and it makes it seamless to connect, stay in touch and not let business cards collect at my desk! As of July 11, LinkedIn will be discontinuing CardMunch but it will be transferred to Evernote, so make sure to back up your data and adjust your settings!”
Question 4: What do you think of the emergence of the Chief Digital Officer role?
“The Chief Digital Officer is an interesting new role and really shows innovation. The Chief Digital Officer should wear many hats as an evangelist, educator, innovator, and champion to drive ideas forward and focus on education within the organization. However, I think it should be a mixture of roles within an organization and is a short term role in the larger scheme of things. Unless there are clear business objectives for the Chief Digital Officer, it can easily cause alienation of the CIO and CMO and take power away from their positions. I don’t think that one person should be in charge of digital. Digital should be something everyone within an organization picks up as a part of their everyday jobs.”
Question 5: What advice do you have for aspiring digital professionals?
“Jump In! Don’t be scared to wait and seek approval, especially in a profession where technology is evolving and shifting so rapidly! Success cannot be measured without failures along the way, so get started and test things out!”