Pam Didner is a marketing consultant, writer, speaker, podcaster, and author of 3 books: Global Content Marketing, Effective Sales Enablement, and the Modern AI Marketer. She has given future trends, content marketing and sales enablement presentations and workshops in the US, Europe, South America and Asia. Her forte is to create successful global marketing plans that meet local marketing and sales team’s needs. She is strategic in nature and tactical in execution. She also specializes in sales, marketing and internal/external communications consulting, keynote presentations, corporate training and planning sessions.
On the occasion of GoTech World 2022, Pam Didner took the time to answer us a few questions:
Are you excited about the upcoming event and visit to Romania?
I am very excited about visiting Romania. I’ve never been to Romania. I hope to find a walking tour to explore Bucharest. If I have time, I’d love to see Dracula’s castle in Transylvania. I sound like a typical tourist Haha. However, I’d love to learn more about Romanian culture and heritage.
What does Marketing mean to Pam Didner?
A great question. Marketing means a great customer experience. In the world of digital, you can’t really fool your customers anymore. You need to be sincere about your products and what you can do for your customers. It’s less about campaigns, it’s more about how you build an experience to guide your customers through their buying process and how to help them.
What are the newest trends in Marketing today?
Rather than talking about the latest trends, I encourage all marketers to go back to basics, especially when we face an uncertain future with economic downturns, energy crises, and inflation.
Focus on what we can do better to communicate with our customers. Focus on understanding what our customers need. Focus on what we can do for them. Then, create a strategy to make it work.
The latest trends are great, but let’s use technology to serve our customers in a way that is seamless to them.
If you insist on knowing the latest trends, it’s about how to use technology, and artificial intelligence to further understand your customers.
What do you think about Multiverse?
I think it’s a great way to further tell the brand’s story in a 3-dimensional way. Current marketers, me included, don’t know how to tell a story using metaverse virtual environments. For the metaverse to work in the field of marketing, we need to think differently about content creation and production.
Copywriting may not be copywriting anymore; it’s about writing a script embedded into the virtual universe of our customers.
How do you think marketing will change if the concept of Metaverse becomes general?
Completely. Think about it. If you want your brand marketing to work effectively, simply adding existing “banner ads” like signage in the Metaverse won’t work.
So, when digital arose back in mid’90’s, designers and marketers thought we could just use print ads like digital ads. Well, as all of us understand now, it just didn’t work. The color selection and design approach between print and digital is different. The same analogy applies. You can’t just take what you do in digital and “copy exact” that on the Metaverse.
The same creative concept will need to be structured and communicated differently because the format and placement in Metaverse are different.
Therefore, for the metaverse, you need to rethink creative concept development, copy/story writing, and design from 2-dimension to 3 dimension production.
Are the companies prepared for the technological changes that will take place in the coming years?
No. LOL. Many companies focus on what they need to achieve in the next 3-4 quarters.
How can Marketing minimize the effects of the economic crisis that is looming on the horizon?
Align with sales. Make sure that some or most of your marketing efforts align with sales teams and sales goals. Find a way to showcase how you can quantify your marketing efforts to sales.
Sales teams should be your BFF (Best Friend Forever).
What is your advice for young people who want to start a career in marke
The best way to learn digital or modern marketing is by doing. Get your hands dirty by creating and promoting content. Understand how different promotional channels work. When you have budget, allocate some budget to try something new. At the same time, make sure you measure your marketing performance.
Always learning. Modern marketers can’t stop learning.