This blog is an interview with Michael Savod, where he shares his insights gained in marketing and advertising roles at Ford, Chrysler, Maserati, and the Oakland A’s.
Michael is the Executive VP of the Intrinsic Group and teaches at multiple universities and colleges in the San Francisco Bay Area, including UCSC Extension Silicon Valley, Golden Gate University and the University of California.
Michael, you have an impressive professional background, doing marketing for car companies like Ford and Maserati, for your own consulting company, and now teaching marketing at multiple universities and colleges.
If you had to pick one area of marketing, which one are you most passionate about and why?
Marketing Communications (Promotion in the 4P’s) because it continues to be done in the least cost-effective way of all the marketer’s responsibilities. There is a difference between “marketing” (4P’s) and “marketing communications” one of the 4P’s.
And Integrated Marketing Communications (IMC) is a solution to the current problem of non-cost-effective communications.
Social media: Where does it work well in marketing?
It works well in many ways now, because it’s trendy and most consumers don’t really understand its shortcomings.
Currently, most companies have little choice about using it because so many consumers, especially “millennials” expect it.
Social media: Where does it not work or is overrated?
Once consumers realize that its credibility is questionable, it will lose a lot of its communications power.
I always think of the campaign by one of the local fitness clubs that said “join our club and become the person you say you are on the internet” or the Notre Dame football player that carried on a well publicized romance for years on the internet with a woman who never existed.
How do you measure success in marketing?
A marketing department that can produce products and services that not only satisfy customers but also maximizes profits and market share over an extended period of time is a successful marketing department.
To do this, you can’t believe in “if it ain’t broke, don’t fix it”.
A successful marketing communications team is one that can accomplish the necessary “promotion” activities spending the least amount of money necessary (Cost-effective rather than just effective) using IMC.
As you are an instructor, in which areas of marketing do you see the largest knowledge gap?
Easy question. Most university marketing programs spend too little time on marketing communications. Therefore, most marketers are forced to rely on outside sources, usually advertising agencies, for their marketing communications strategies.
Result: $200 billion a year in mass media ads that rarely accomplish much more than entertainment for the consumer and awards/commissions for the agency.
More education in Integrated Marketing Communications is needed so the marketer can manage the agency rather than vice versa.
A big thank you to Michael for taking the time to share his experience for this blog.
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