Interview with:Chris Molinari [chrismolinari]
MARKETING
 | Up till now, what has been your professional career path? I have spent the last 25 years in marketing communications and have worked in multiple settings from major corporations to large agencies to owning my own PR consulting agency. My goal in every role I have taken on is to be a change agent and help brands shake up the status quo. |
| Please list web addresses where one can see something about you. I can be found at movablecontent.com |
| What is your stance as a marketing professional? What are you good at? What differentiates you from others? As a marketer, I hate to waste clients' money and consumers' time. If it's not a good idea or is not going to make a difference after the brand spend, I don't do it. Period. I am a creative problem solver and that is what differentiates my approach to branding. I look for the lost opportunities, the issues that need to be resolved, the stakeholders that need to be reached and begin my planning viewed from this lense. I am always seeking out the pain points for a brand, and then I begin to find ways to solve them through marketing initiatives that make a difference. My favorite "new" tool is content marketing. The evolution of content marketing in the digital space is very exciting and a huge opportunity for brands. |
| A marketing strategy begins with an idea. How are yours born? My favorite part of the marketing process is the idea creation. It is also the most difficult. I find my ideas mainly through current events, experiences and watching and learning from others successes. I am a consummate consumer of goods, services and information -- and am curious about how things work. Google, pinterest, twitter are all avenues I travel on when formulating my ideas. Great ideas come with solid research and knowledge about the industry you are targeting, once you know the landscape, you can find the holes or as I like to refer to them -- opportunities. |
| In which market, products or services, are you currently working? Right now I am focused on the content marketing and the social media marketing space -- and work with brands in many different business areas -- food, healthcare, environment, non-profit, beauty, fashion, consumer products and B to B companies. I work with companies to help optimize all of their digital platforms, optimize their websites for search, build content marketing campaigns and manage social media marketing for brands. There are so many brands that are confused about how to best work these channels for their brands, and it can require a lot of hand holding through the process. But the results speak for themselves. I love the power of consumer engagement, and no where is that more achievable than in the digital space. |
| What is the most surprising thing you have learned about digital marketing in the last few years? Organic search is responsible for more than 85% of sales conversion, while paid search generates 15% -- and the spend against these two areas is much greater in the paid search space. So my bias on this matter is that brands need to be spending much more money on robust content platforms than PPC. |
| Be a prophet. What phenomenon will revolutionize marketing in the next few years? The future of branding is content marketing. The consumer shops differently then he/she did 10 years ago. Now, over 88% of purchases involve some form of search. If you do not focus on the organic search content of your brand, it will impact your bottom line. It's that simple. |
| Are you part of any professional networking sites? Has it served its purpose for you? I really like LinkedIn. There are networking communities for every professional interest on that site. And yes, it does work. |
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Chris Molinari
New York -USA
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