LG

Today’s Modern Consumer

Laura-Cohen-

 

Laura Cohen is the Sr. Marketing/Communications Manager of the commercial division at LG Electronics USA, Inc.

She grew up in Deerfield, IL and enjoys: working out, snowboarding, cooking… not baking and music.

 


Thanks to technological advances, consumers are demanding ever more from the brands from which they buy: more convenience, more flexibility, and more personalization. Consumers no longer accept being treated like mere data points; they want to be treated as the individuals that they are.

This shift in consumer expectations has made it increasingly difficult for brands to keep up and stay relevant. Gone are the days where sending out a generic email or “liking” a customer comment on Facebook was all that was needed to keep customers happy and coming back to make purchases.

The “one‐size‐fits‐all” approach to marketing just doesn’t cut it anymore. With so many distractions from technology and other brands, it’s important for companies to be relevant, and to show they are taking into account the customer’s current behavior and history of interaction with them before they communicate with the customer.

No one wants to surf the web and be shown an ad for a product they just bought. The goal has shifted from talking at customers to conversing with them. Marketers need to create experiences that meet customer expectations and are meaningful and memorable enough to make them want to interact with their brand over and over. There’s more to marketing than pushing out your brand’s message.

Advances in technology give consumers more access to products and information, but they also give marketers more access to consumers. Don’t get fooled into thinking that marketers are the ones in total control. Consumers are now more empowered than ever.

They’re more informed. Today’s savvy consumer knows to read reviews before making purchase decisions. Along those lines, with just a few clicks, information created by subject‐matter experts (SMEs), allows consumers to thoroughly research a product like never before.

They’re more connected. Connecting with trusted friends, loved ones, and brands used to mean picking up the phone or sending an email. Social networking has made interacting quick and convenient.

They have the world at their fingertips. Literally.

The worldwide internet has opened up a global marketplace for consumers who can now easily choose the brand that meets their needs and expectations. What’s more, they can just as easily choose another one tomorrow should something better come along.

 

Brands and their marketers need to take customer interactions and experiences to a whole new level. With the ability to keep track of every customer interaction and then access that data in real time, brands can provide the highly personalized experiences that take into account the customer’s history of brand interaction and real‐time activity. This leads to a more relevant customer experience and increased customer loyalty. Who doesn’t want more of that?

LG

Dominos to LG Electronics – Laura Cohen Talks Marketing

Laura-Cohen-

 

Laura Cohen is the Sr. Marketing/Communications Manager of the commercial division at LG Electronics USA, Inc.

She grew up in Deerfield, IL and enjoys: working out, snowboarding, cooking… not baking  and music.

 

Laura’s favorite quote is:

“Dripping in this strange design, none is yours and far less mine. Hold the wheel, read the sign, keep the tires off the line. Just relax, you’re doing fine. Swimming in this real thing I call life. Can I bring a few companions on this ride – Phish

Why did you decide to get into marketing?

I liked that marketing utilizes both sides of the brain; creativity and analytic thought. Also, I enjoy the challenge of solving: “What’s the best way to create a loyal following, and how do you attract new prospects that become loyal?”

Was there a defining moment when you picked this career?

I was lucky enough to be selected to be an intern at Domino’s when I was in college (U-M, Ann Arbor). Everything about Domino’s was about marketing; the building, the wall colors, the messages and it all just kind of clicked for me.

What marketing initiatives are you working on right now? Anything unique?

We’re starting to get into Augmented Reality (AR) which will open a whole new world for us and our products. The more customers and/or prospects can interact with our products in a real setting; the more they feel that we’re offering the right, best product or solution just for them.

What digital marketing channels have you implemented in order to help grow your business?

Social, digital programmatic, online forums – I see how creating communities really helps expand the conversation. It allows us to listen to what’s on our customers’ or prospects’ minds.

Which specific channels have been most effective for your business?

Online communities, email of course, and our website where we host videos, tips and tools.

How does your company use data to determine marketing strategies?

We segment our files and use metrics to iterate and optimize on a regular basis. This helps us drive better leads down the conversion funnel. The more targeted we are with our data and segments, the stronger results we see.

Which tools does your company use to manage marketing initiatives?

Salesforce, Pardot, TechValidate, Optimost, Omniture

What is the biggest benefit of partnering/working with an agency?

The biggest benefit is the collaborative spirit and an “outside” view. Often, when you are “in” your business you take certain things in messaging or imaging for granted. That outside perspective can bring the focus back.

How do you form great partnerships with your agencies?

A good vendor relationship is all about open and honest communication at all times, mutual respect and the ability to compromise for the good of the project or brand.

What are you most excited about in the marketing industry?

Dynamic, interactive content and the new Augmented/Virtual Reality world we are entering.

Did you experience failure along the way? What did you learn from it?

Failure is part of the marketing “gig.” You learn the most when things don’t go quite right. If you are agile enough, you can iterate and make correction. This is why data and analytics are so important. You constantly test our your hypothesis based on data, but sometimes it just doesn’t work out how you planned it. Certain marketing messages, content pieces, and so on might not resonate as originally thought.

Value-add

Give the readers the best marketing advice you have.

Learn to make decisions and stand by them; don’t waffle. You can always test-fail-learn. Action is better than passivity.

While working on your project, have you come across any interesting bit of knowledge that you’d like to share?

You can’t please everyone or every customer. You don’t need to.

What daily habits do you have that allow you to perform at your peak?

I try to create a daily routine; check project status, check my dashboards, see if fellow team members have any hot issues before I get started on my daily work ahead of me.

Recommend a great marketing book!

Seth Godin, Augusten Bouroughs