Technology Makes Marketing Exciting for Rackspace CMO
Were times easier when the “four Ps” — product, price, place and promotion — ruled king over the marketing kingdom? Or do you enjoy the extra help and information available due to today’s technologies? Carla Piñeyro Sublett, newly appointed CMO at Rackspace, a cloud-management company based in Windcrest, Texas, says this change was a big part of her career.
She started her career in sales and moved over to marketing. As a result, she had to become a “learner” in respect to marketing function and practice, something she thinks all marketers should constantly be doing.
“The channels to reach customers and target audiences are evolving all the time and I think that’s only accelerating. I think it’s coming upon us as marketers to be curious and stay up to date, learn and continually look for innovative and instructive ways to reach our audience.”
Although Sublett says she’s “weary” of identifying marketing trends — she worries that trends mean all marketers are doing the same thing and that can come across an inauthentic — here are two big technology trends she sees companies using to reach their audience.
1. Digital Content Boom
Sublett says digital content is blowing up right now.
“The old adage ‘content is king’ is taking on a whole new meaning in that digital space, meaning more and more folks are striving to be a destination for their customers and to be thought provoking, and really, start a dialogue with their customers long before they even consider purchasing,” she explains.
Digital content is anything that lives on the Internet — video, audio, software, images, social media, etc. Marketers can really benefit from digital content. It creates brand awareness, drives SEO results, builds relationships with customers (think about adding user generated content) — just to name a few. Sublett says she saw the rise of digital content begin in 2014 and it’s only gotten stronger since.
2. Cloud Is Here to Stay
In the past year, Sublett explains, the conversation around the cloud have changed.