This director of interactive marketing advises: "Don't take yourself too seriously."
Anne Murray is the senior director of interactive marketing for Southwest Airlines, the nation's largest domestic passenger carrier in passengers carried. Murray oversees the integration and achievement of the company's overall marketing objectives for southwest.com.
A 14-year veteran of Southwest Airlines' marketing team, Murray leads a multitude of company online marketing initiatives including the recently launched DING!, an innovative desktop tool that has generated more than $30 million in revenue in just six months. Murray joined interactive marketing in 2000, when Southwest Airlines' website (then known as iflyswa.com) was responsible for 25 percent of the company's revenue. Today, southwest.com drives 65 percent of Southwest Airlines' revenue and leads the industry with over 10 million unique visitors per month.
iMedia: With P&G's recent announcement that it's pulling some dollars from network TV, and ZenithOptimedia's new predictions showing internet advertising increasing, it seems "spray and pray" is starting to feel some pressure. Is this a good thing for interactive marketers? Has it opened some budget for you?
Anne Murray: Southwest Airlines is continually evaluating our online and offline media mix based on meeting revenue goals. I can't say that we are all that affected by other advertisers changing their online media plans.
iMedia: Following up on that, how has the media mix changed for you over the last few years?
Murray: Our online mix continues to increase.
iMedia: What was your most successful online or integrated campaign recently and what made it successful?
Murray: DING! We launched a desktop application in February of this year, integrated the media campaign across all channels and the product just celebrated one million customer downloads and over $30 million in revenue.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Murray: All of the above.
iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?
Murray: What works best for Southwest Airlines is our integrated marketing campaigns.
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Murray: Online advertising's strength can sometimes be its weakness as well -- measurability and direct response.
iMedia: What's the key for having a successful relationship with agencies?
Murray: Having a partner-focused relationship: One team -- One mission!
iMedia: Any final words of wisdom for other marketers? Something you've recently learned, perhaps, or some advice someone has given you?
Murray: Take the job seriously but not yourself!