Q&A: Anna Talerico, EVP and cofounder of Ion Interactive

Share this content:
Anna Talerico
Anna Talerico

Anna Talerico, EVP and cofounder of Ion Interactive, a marketing services company, discusses how to effectively measure social interactions and Web traffic data.

Direct Marketing News (DMN): How can brands leverage new marketing technology to build customer loyalty?

Anna Talerico (Ion Interactive): There's a ton of technology they can leverage. The challenge is it's only leveraged to a small degree. All of the technology is there but marketers don't have the time, resources and expertise to leverage it the way they want. There is a breed of marketer who grew up online using tools like Adwords, and they are fluent in living in that world of marketing, but a lot of people only have shallow experience there. The challenge is that marketing organizations are only implementing 10-to-20% of what the technology can do for them.

DMN: How can mobile technology be used to enhance customer experience?

Talerico: Marketers aren't creating mobile optimized experiences. But part of it is creating optimized experiences where you're likely to have mobile traffic, such as landing pages for QR codes or engagements through apps. This year, we saw huge demand for our customer base in terms of making mobile optimized experiences. Marketers think mobile is happening down the line but I don't think they realize it's happening now. I'm a huge fan of QR codes. It bridges the offline world, the mobile phone and what's happening online. Consumers on-the-go can engage in that instant without having to remember a URL.

DMN: Can social interactions be measured properly for ROI? How?

Talerico: You measure social ROI in many of the same ways you measure display. There's going to be areas that are really challenging to get ROI measurement, but there should be aspects that are conversion-focused so you can measure engagements and people who take action. Social programs have to have both. Marketers do need to take advantage of tracking and measuring these brand interactions so you can track them back to social. It's a challenge but it's doable.

DMN: What kinds of data should marketers be looking into other than typical demographics information?

Talerico: How much traffic are you getting from each source? What are consumers doing when they go to you? Where are they coming from? What activities are they doing and are they valuable activities? Are they clicking and leaving, purchasing something, filling out a form? Understand your overall traffic. So many marketers don't look at traffic patterns from all their different sources. Look at each source as a separate bucket and optimize to get consumers to do what you want them to do in that segment. To really manage and capitalize on that traffic you've got to look at each source as its own bucket and do it quickly and efficiently so you don't get overwhelmed.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above