Week 2 - MBA 6601 - Real World Marketing

In a recent interview from a current student at benedictine who is also working on her MBA. She offered a very good perspective on working in the real world of marketing. She works for a company that is a leader in IT certifications. She also offered some insight into the job market and related skills. 

She is a major driver behind the brand of her company and listed four things that she is currently responsible for: generating leads, nurturing, converting, and repeating the cycle. She states that leads are generated with email addresses that are gained as a results of blog posts, quizzes and giveaways. this information feels very familiar as everyone now requires an email address to obtain information from their sites, or to send 'final results' after you take a quiz. I would say the majority of my inbox is full of emails from companies who have required me to provide it in order to gain access to their content in one way or another. 

They also use that email information to nurture contacts by aligning their given information with the interests of individual people. I would be interested to see how often they are able to convert someone to a sale by tailoring offers to appeal to the people they are emailing. If there is a small return on those efforts, automation would make that work worthwhile as there would be very little invested to make the sale. many times I delete most of those emails without ever opening them. If it were an individual person making all of those contacts it would be impossible to pay them if there is only a small profit that is able to be generated form these sales.

Converting sales is done by reaching out with specific interests and then using special offers to entice them to buy. This is one tactic that I have noticed that has also worked on myself. If you follow a product for long enough there is a pretty good guarantee that it will be offered as a special or on sale. That sale price may be just what someone needs to convert them to purchase the product. 

In repeating the cycle they continue to communicate with the purchaser about current interests, as well as gain information on additional interests. They may be able to sell the new and improved product to what has been previously purchased by continuing to offer products on those known interests. By discovering new interests, they are able to repeat the process from the top and hopefully gain more sales by following the method that was previously successful. 

She also mentioned how one of her employees came to her about an issue with having an insurmountable amount of work with posting. Because her employee shared the information with her, they were able to come up with a solution that was more automated and took some of the work load off of her employee. That seems somewhat concerning, because if they were able to autogenerate some of her work, what is to say that they would not be able to autogenerate the rest of her workload and ultimately eliminate her position. That is a big hesitation and major concern for a lot of people, that AI will eventually eliminate the need for humans in certain jobs and decrease the opportunities within the workforce. 



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