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The Intricacies of Modern-day Marketing

Antony (AJ) Mock, Marketing Manager at CRST International

Antony (AJ) Mock, Marketing Manager at CRST International

Antony (AJ) Mock has been working as a Marketing Manager and coordinator at CRST International for nearly three years now. He is responsible for handling talent acquisition and recruitment advertising.

Please tell me, in light of your experience, how has the MarTech landscape evolved?

MarTech has evolved rapidly in the past few years to become more customer-centric. Initially, when we were used to large-scale marketing, we had to rely heavily on personal relationships, local recognition, and even word of mouth to succeed. Now, we’re returning to small online community marketing by cultivating trust and relationships with the customers. We’re advertising and nurturing them so that they keep coming back instead of relying on one conversion. As a result, companies that better build a bond with customers and maintain their base are touching the heights of success.

As a marketing leader, what are some of the specific tools or measures you’ve applied to restructure marketing efforts or streamline customer relationships?

Direct communication is the end goal of advertising rather than conversion. This is because if I advertise to recruit a candidate for a job post, interested candidates can apply to that immediately, but I would be more concerned about getting engaged with them by updating them on future jobs or getting their contact information and connecting with them through CRM databases like Hubspot or Salesforce. This would lead a long way in building a personal relationship even though we’re talking about B2C communication; a bond will still be made.

“Initially, when we were used to large-scale marketing, we had to rely heavily on personal relationships, local recognition, and even word of mouth to succeed. Now, we’re returning to small online community marketing by cultivating trust and relationships with the customers”

Could you elaborate more on projects or recent undertakings you conducted to up the game in marketing at your organization?

We’ve recently connected our applicant tracking system with our email marketing platform. We are using the candidate’s data to automate our communication with a touch of personalization to ensure that we’re hitting the right person with the relevant information.

Is there any other projects or initiative that you are undertaking at present?

This year as a marketing team, we are mostly focused on synchronizing all the data we have between our different databases through HR marketing and operation platforms. This way, we could have the full picture of not only the people working with us in the past or present but also in the future because I believe everyone is equally important, and the more you can retain people, the less you have to hire.

Being a senior marketing leader, what are the leadership principles that you apply or any piece of advice that you would like to share with your peers?

The advice which I would like to give to my peers is not to be afraid to fail and to try multiple methods until the right solution is in hand. It is crucial in marketing because there should be a hypothesis, and then we need to test the key. Later the results need to be analyzed to succeed. In marketing, there are no flat blanket answers for what’s the best way to market, so taking that risk is necessary. Simply assuming and jumping to conclusions is the wrong approach in marketing. Sometimes marketers assume that they know and understand their audiences and their likes and dislikes, but that may vary from person to person. Therefore, proper research and analysis are mandatory to understand and stand out in this field.

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