How to impress Match.com marketer Katie Shepphard
Katie Shepphard, director of marketing and relationships at Match.com, tells us why she admires John Lewis and what she will be looking for when she judges The Drum Marketing Awards 2012.
Hi Katie. What will you be looking for when you judge the awards?
I will be looking for a mixture of creativity and ROI, with measurable improvements to overall brand health.
Which brands do you particularly admire and why?
I have always admired the John Lewis brand and the loyalty that their business model instils in its staff. It’s a great example of ‘getting your own house in order’ and using those solid foundations to build brand equity.
What do you consider your biggest marketing achievement?
I’m most proud of the role I’ve played in making online dating the third most popular way to meet a partner in Britain and a real social and cultural phenomenon.
To what extent is the development of digital changing marketing?
Digital has brought huge changes to the marketing landscape, turning traditional disciplines on their head. Most exciting for me right now is the ability that digital and in particular social gives you to test and refine campaigns in real time.
What impact is the economic climate having on marketing strategies?
The gloomy economic forecast is putting more pressure on businesses already feeling the strain. Therefore, only campaigns that deliver ROI and can be clearly measured will make it. This means we may see businesses taking less risks and sticking to tried and tested methodologies - often and sadly at the expense of creativity.
And finally, what do you think will be the key marketing trends in your sector this year?
It’s a competitive environment, where stand-out is essential. As brands continue to vie for attention, winning the trust of the consumer will be critical, and those that invest behind the scenes as well as in the brand will be well placed to succeed.
The Drum Marketing Awards close for entries tomorrow, Friday 20 January. For more details and to submit your entry visit the awards website.
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