“Data Should Be A Marketer’s Best Friend”, Says Microsoft CMO

“Data Should Be A Marketer’s Best Friend”, Says Microsoft CMO
SHARE
THIS


What best describes you?

B&T recently sat down with Microsoft Australia CMO (and COO) Rachel Bondi to talk all things marketing, technology and innovation.

What are consumers – in particular, tech consumers – looking for in 2017?

There are two big themes. The first one is certainly around this notion of mixed reality. At Microsoft, we’re totally focused on delivering this as part of our mission, which is to empower every person and organisation. I spend a lot of time with developers, and the amount of creativity we can pull from them in this category is very exciting.

The second theme is definitely around digital security. Last week, Microsoft participated in Safer Internet Day, and we’ve participated in this event since 2004 because we know that consumers are thinking more than ever about data protection, and we’re increasingly being scrutinised by consumers, governments and organisations around making the internet a safer place. There are a ton of now opportunities in this space.

 

Is technology stifling creativity?

No, not at all. I think it’s empowering people to think more creatively in different ways. What I’ve seen our marketing teams do at Microsoft is come at customer engagement in a whole different way using technology at the forefront of that.

 

‘Digital transformation’ has become a common phrase over the last few years. Why?

I was outside of the Australian market for 16 years until January last year and was living in the US for a good part of that time working in a global role, and digital transformation didn’t seem to be at the forefront of consumers’ minds. Since returning to Australia, I’ve noticed the opposite. You’ve just got to look at how our government is looking at innovation in this regard, and the expectation for consumers is really high.

 

What are the main challenges that Microsoft clients are facing, and how are you looking to help?

It all comes down to a creating a new mindset. Clients are saying to us that it’s not technology that’s enabling digital transformation – it’s people, the process and a new mindset. Creating that new mindset is vital for a tech leader in companies.

At Microsoft, we love focusing on quick innovation and a diversity of thinking through things like hackathons. Data is another powerful tool that we use to create new ideas.

 

What is the biggest mistake marketers are making?

I don’t know if it’s a mistake or more of an opportunity, but it’s going back to that notion of how we use data. It’s that central view of connecting marketing and sales, and whether you’re in B2B or B2C, identifying new customer insights to improve what you’re doing to support the business using data is what I’d love to see more of. Data should be a marketer’s best friend.

 

What should marketers be investing in now?

New technology around artificial intelligence and continuing to think about natural language experiences is where marketers need to invest. I think more and more companies are going to be thinking about marketing as an extension of their product experiences.

 

What practical advice would you give to other CMOs?

When it comes to business leadership, CMOs need to make sure they have a very strong partnership with their sales organisation and technical team. Companies have different names for that, like chief innovation officer, and I’d love to see the CMO role evolve to that in the Aussie marketplace because I think we have to play a larger role in the digital transformation of larger companies here.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]