Too many marketers make the mistake of sourcing content from “professionals,” then looking for promotional support from “influentials.” – Michael Troiano, Actifio
The Boston marketing world is better because Michael Troiano is a part of it. Before taking on his current post as Chief Marketing Officer of Actifio, Mike spent his early career at top New York ad agencies on brands including Coca-Cola, AT&T, and Taco Bell, and was named the founding CEO of Ogilvy & Mather Interactive in 1995. He later served as the president of NASDAQ-listed systems integrator Primix Solutions, and on the executive team of mobile content pioneer m-Qube from that company’s inception through one of the largest Boston-based venture capital exits of 2006.
We’ve been looking forward to Mike’s contribution to our compilation of 2016 Marketing Insight. Here’s what he had to say:
What role do you see Influencer Marketing playing in brand marketing strategies in 2016?
The most important place for your brand to live is in the hearts and minds of key influencers in your market. I think that’s the foundation of all marketing these days, whether for brand building or demand gen.
What is the most widespread mistake you’ve seen brand marketers make in 2015 that you hope they learn from in 2016?
Too many marketers make the mistake of sourcing content from “professionals,” then looking for promotional support from “influentials.” We’ve come to understand category influentials as the best place to produce content, not just promote it.
What word do you hope is officially banned from the marketing vernacular in 2016?
“Growth Hacker.” Please.
What marketing events are you most looking forward to in 2016?
We do a big thought leadership conference on the future of enterprise cloud called the eCloud Summit. It’s the most fun thing we do all year, and perhaps not coincidentally our biggest single source of pipeline opps and closed deals.