This strategic marketing manager says research is the guiding principal for the company's marketing efforts.
Samsung Telecommunications America (STA) was established by Samsung Electronics Corporation in 1996. From its Dallas, Texas headquarters, STA researches, develops and markets a variety of personal and business communications products throughout North America including handheld wireless phones, wireless communications infrastructure systems, fiber optics and enterprise communication systems. Delia Cyra is strategic marketing manager for STA.
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?
Delia Cyra: Absolutely. Interactive media is now a "given" instead of just considered as added value or if there’s any incremental funding left over. Having worked on P&G from 2000 to 2004, I know they are leading the pack as far as understanding what the interactive space can do -- and how far they can push it.
iMedia: Following up on that, how has the media mix changed for you over the last few years?
Cyra: Interactive is now a necessity for us.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Cyra: The greatest benefit is the ability to actually know that someone has seen your ad and responded directly to it. You can learn so much from each person and their behavior after they’ve seen your ad.
iMedia: Are you doing any behavioral targeting? If yes, please describe.
Cyra: Not enough.
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?
Cyra: As yet we haven’t identified the killer app -- however research is the guiding principle for our decisions.
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Cyra: I feel that we haven’t pushed the limits of online advertising to what it can do yet. And it will take aggressive marketers willing to try new things to get us there.
iMedia: What’s the next big thing and how will it affect you?
Cyra: Mobile marketing and content generation on mobile phones -- obviously it will be huge for us.
iMedia: Have you done much with wireless, iTV or other emerging mediums yet?
Cyra: Not yet.
iMedia: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, etc.? Are you using any blogs or other social networking tools to market?
Cyra: Not yet.
iMedia: What's the key for having a successful relationship with agencies?
Cyra: Open communication at all levels.
iMedia: Any final words of wisdom for other marketers? Something you've recently learned, perhaps, or some advice someone has given you?
Cyra: Don’t be afraid to ask questions -- it’s hard to be aggressive enough to ask questions, even at the expense of looking “dumb,” however, I’ve found that if you ask usually other people in the room had the same question in their mind.