Three Question Thursday – Arienne Holland

by Elmer Boutin on April 12, 2012

Arienne HollandI tried to meet Arienne Holland, Communications Director with Raven, at PubCon Vegas 2010 because finding her in the crowd meant being entered in a contest. Unfortunately, I was not successful. Last year, though, I was lucky enough to participate in Raven’s PubCon Poker Party which Arienne organized. It was a great event – and I didn’t do nearly as badly as I thought I would.

Raven has some great web marketing tools, and Arienne does a great job of helping get the word out about them. Let’s read what she has to share with us …

What are you working on right now?

This very moment, I wrapped up a post for Raven’s Internet marketing blog. It’s called “Could marketing be a noble profession?” I asked around earlier today, and most people had strong opinions one way or another. I can’t wait for it to publish and see what other reactions we get.

What is the one thing you wish you could tell the world about marketing on the web?

Marketing on the web goes by a few names – online marketing, Internet marketing, SEO, social media marketing, content marketing – but it’s all marketing. We shouldn’t toss out basic principles of good marketing just because we have an ever-changing format and analytics. Data without analysis is meaningless. Analysis without insight is meaningless. Strive for marketing insight always, whether you’re marketing online or anywhere.

What’s on your “trends” radar for the next 12-24 months we should be paying attention to?

Video, video, video. As smartphones get smarter, I’m observing my non-marketing (i.e., regular people) friends and family sharing more videos than ever where they once would have shared an image or text. Experiment and see what kind of results you get marketing via video.

Also, consider spending your resources producing more than just a messaging video. What about how-to videos? It could be as simple as someone answering common questions on camera? Think of ways to use video for customer service and product development, not just branding.

Thanks, Arienne, for sharing with us. I very much like her take on data with analysis and insight. I think she might enjoy Lee Odden’s book, Optimize which I just finished reading. I also agree with her view of video – it should be a very important tool in any marketer’s toolbox.

You can learn more about Arienne and what she’s up to …

Would you like to be featured on a future Three Question Thursday? Fill out my contact form and let me know you’re interested.

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