TIMA TALES: A TIMA Q&A with Shanna Kane and Archele Moore of Cuberis

Marketing is truly a collaborative effort. It takes the ideas and input of multiple stakeholders to truly execute a full campaign. At Cuberis, Shanna Kane and Archele Moore collaborate with each other and with the rest of the team to plan and execute marketing initiatives. Collaboration is such an important part of their workflow, they teamed up for this interview.

Triangle Interactive Marketing Association CuberisWhat attracted you to marketing?

Shanna: My passion for marketing stemmed from participating in my high school marketing club, DECA. I knew from working on those projects that I wanted to be able to do something that played to both of my strengths, creativity and strategy. Marketing was the perfect blend of the two. I love being able to think bigger picture and help businesses reach their long term goals while still being able to have fun and do something different everyday. The landscape for marketing is always changing, and I enjoy learning how to modify my techniques and adapt to new technologies to continue to improve upon the marketing plan.

Archele: I’ve always loved creative writing, helping others, and finding solutions to problems. I went to college knowing I’d be some sort of communications major and that’s what I did. Previously, I’d only ever considered an advertising career, but then I discovered advertising was only a piece of a larger puzzle, and that my love of creative thinking and writing could create solutions for business owners. When I made that discovery, I knew that marketing was something I’d be good at, and something I’d have fun doing.

How would you characterize the Triangle as a place to work as a marketer?

We think the Triangle is bursting at the seams with opportunity for marketers. The industry is very competitive in this area, but it’s also dynamic and fast-growing, which facilitates learning, innovation and growth. The influx of small businesses creates a large need for brand development and marketing, and there are many larger companies in the area that have and will need to adapt to evolving trends with the help of strategists. Needless to say, there’s plenty to be done.

What favorite new tools are helping you do your job better?

There’s a tool for pretty much everything now – whether it’s social media automation and tracking, or targeting and segmenting for online advertising. It’s easier than ever to track ROI and user behavior with Google Analytics and insights from various social networks. Things that we now rely on in our day-to-day work at Cuberis include: platforms like HootSuite; URL shorteners and trackers like Bitly; Google apps to share and collaborate; Toggl for time management and efficiency; and WordPress, not only for our clients’ websites, but also for our blogging efforts.

What is the biggest mistake you see marketers make?

S: Lack of consistent branding and not always maintaining the highest brand/marketing standards. In my opinion, all team members should be brand managers in a sense. Making sure that everything that your prospects or clients see is the best that it can be. Putting marketing campaigns into place without careful thinking and proofing is another big mistake. I’d rather take an extra day or two to make something perfect then quickly put something out there that may not be a proper representation of the brand.

I cringe when I see typos on company social media updates or a piece of marketing collateral that looks incredibly different from the previous one.

A: Many marketers answer “What is it?” and “How does it work?” for their products and services, but sometimes the answer to “So what? What does this mean for me?” gets left out. They begin to lose touch with what the consumer truly wants to hear, and they focus on messaging things that do not offer total value to the consumer.

It doesn’t matter if your product or service has a million bells and whistles, if you don’t tell the consumer how those bells and whistles will solve a problem they have.

What are the biggest challenges facing marketers today?

We think there are three huge challenges:

(1) Increased competition for attention: People are faced with a tremendous amount of messaging, not only from competitors, but also from friends and family via social channels in the online space. Marketers have to find creative ways for their messages to break through the noise and leave a lasting impression on the consumer.

(2) Initiating meaningful interactions: Once marketers break through the noise, they have to do a much better job of making those interactions meaningful, because those moments are precious and brief.

(3) Quickly emerging and evolving trends: There are new networks and technologies popping up and changing every day. This poses two issues – (a) it can confuse marketers and throw them off course because they’re trying to do it all or (b) marketers who ignore trends may find themselves missing out big time.

You mention that one of the biggest challenges facing marketers is “meaningful interactions”. For a follow-up can you guys elaborate on how we can create meaningful interactions in today’s society? (Do you have any examples?)

Being attentive and responsive on social media is a great way to interact with consumers and leave a positive impression. The brand Beech Nut does a great job of engaging in good, timely interactions with their Facebook followers. Marketers should also consider offering something of value – whether it’s a discount, helpful information or something else that’s tangible and beneficial. Lastly, making positive emotional connections with content that serves to inspire, motivate or enlighten is a great way to leave consumers with a message that means something to them personally. Dove does a great job of creating campaigns that resonate with their target audiences on multiple levels.

How will marketing evolve over the next five to 10 years?

Marketers will become more tech savvy. Companies will continue to move from passive advertising and more towards one-on-one conversations and engaging, personalized experiences with their targeted audiences. Mobile marketing will continue to grow in importance as society gravitates more and more towards use of devices like phones and tablets.

Find out more about Shanna and Archele by connecting with them on LinkedIn. Also we encourage you to read more of TIM Tales series. Past interviewees include Karl Sakas, Richard Arvitte, and Richard Horvath.

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