Iggy Pintado, the Chairman and a speaker at the marcus evans CMO Summit 2011, considers strategies for ensuring online marketing success. Interview with: Iggy Pintado, Director of Marketing, Sustainability & Innovation, UXC Connect

1. 26 - 28 September 2011 | Sheraton Mirage Resort and Spa | Queensland | Australia
UXC Connect:
The Art of Online Marketing Success
Iggy Pintado, the Chairman and a speaker at the marcus evans CMO Summit 2011,
considers strategies for ensuring online marketing success.
Interview with: Iggy Pintado, Director of Marketing, Sustainability & Innovation, UXC
Connect
FOR IMMEDIATE RELEASE measure returns. Take time to ensure your profile is
compelling. If you know your target market, you will know
Having a winning product, an impressive company website what interests them.
or thousands of fans on Facebook are not enough for long-
term success, according to Iggy Pintado, Director of Participation is critical in online networks; you cannot just post
Marketing, Sustainability & Innovation, UXC Connect. The or broadcast, but need to interact, observe, listen and
Chairman and a speaker at the upcoming marcus evans converse. This is different to how marketing used to work in
CMO Summit 2011 in Queensland, Australia, 26 - 28 the past; it is now a two-way interaction. The fourth P,
September, Pintado shares the four Ps of online networking persistence, is as time dependent as building a brand or
and discusses marketing and brand loyalty. launching a product. You need to build your presence,
community, followers and fans, and once they get used to
What is the best way of conveying a marketing or product interacting with you, that is when it will begin to pay off.
message across in a world where consumers are bombarded Many companies have generated great returns from their
with products? social media presence.
Iggy Pintado: It is not only the content that is important, but What strategies for creating brand loyalty would you
the “context”. You have to make sure you deliver the recommend?
message in an appropriate way, when the target market is
ready to receive the message and to consider the product. Iggy Pintado: I recommend another acronym for creating
That is the most effective way of communicating with people. brand loyalty: PLAN. This stands for personalise, listen, activate
You need to be there when they are ready to buy and be and nurture. You do not want just another follower, so you
present wherever they are, so that they can find you easily. have to personalise the customer experience, address them by
Having a website is no longer enough. You need to have a their right name and understand where they are coming from.
presence where they choose to be. In the online world, that is The days of generic mail with “Dear Sir/Madam” are over. If
on social media platforms such as Facebook, LinkedIn and you are personal with people, they will be personal back,
Twitter. Marketers can take advantage of social media by which will generate brand loyalty.
making absolutely sure that they are there for the audience.
Listening is a critical part of the social media conversation.
Is it more than just about having a presence on social media When people are ready to buy or ask questions, you must be
and thousands of fans? listening and be ready to respond. Thirdly, when you have a
product launch or a campaign to run, get your fans involved.
Iggy Pintado: Of course. You cannot just create a social The strength of the community is when you actually ask them
network because everyone else is doing so. Here is where the to participate. Lastly, nurture, staying in touch on a regular
four Ps of online networking comes in: purpose, profile, basis. Like any relationship, this takes time. You have to
participation and persistence. You must have a purpose and personalise, listen, activate and nurture in order to have a long
decide what you want out of a social media presence – fans, -term relationship with people.
connections or a community of customers – to be able to
www.cmoanzsummit.com

2. 26 - 28 September 2011 | Sheraton Mirage Resort and Spa | Queensland | Australia
What is your outlook for the future?
Iggy Pintado: Video is going to be an incredibly powerful The one constant in this world is that things are changing all
medium for getting a marketing message across sharper, the time. With technologies constantly evolving and different
quicker and more effectively. Mobile marketing and location ways of using information, marketers need to make sure they
based marketing will also become increasingly important. If keep their finger on the pulse of what is going on with the
you know where people are at a given point in time, you can target market.
serve them with more specialised offers.
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Tel: + 357 22 849 313
Email: press@marcusevanscy.com
About the CMO Summit 2011
This unique forum will take place at the Sheraton Mirage Resort and Spa, Queensland, Australia, 26 – 28 September
2011. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together
esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The
Summit includes presentations on social brands, engaging consumers, brand differentiation and management.
For more information please send an email to info@marcusevanscy.com or visit the event website at
www.cmoanzsummit.com
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