By Vicki Matranga, Design Programs + Services
Learn how to develop and launch the best products for your business. Educational sessions during the four days of the 2014 International Home + Housewares Show offer FREE executive-level seminars. To help you plan your time at the Show, we give you a preview of the presentations at the Innovation Theater in the Lakeside Center.
Today we are speaking with David C. Aaronson, managing director of Digital Inbound, a digital marketing business based in Los Angeles. David has 30+ years of experience in the marketing and technology fields. He has worked in sales and product marketing for General Electric, Oracle and Sun Microsystems. With a unique ability to interpret strategic and marketing needs, David creates digital inbound marketing solutions that include a company’s total web presence to create the right content at the right time and the right place to bring the right traffic to the right place so that visitors can be converted to customers.
What Does a Business Do When There is No More Facebook?
Date: Monday, March 17, 11:30 am—12:30 pm
Location: Innovation Theater, Lakeside Center, E350
David, what inspires your passion in your work or area of expertise?
The Internet and digital marketing are constantly changing and evolving. It is very exciting to keep current on the tactics and strategies that work in this space. The social media space is changing more rapidly than any other of the Internet niche spaces.
Why did you choose to speak at the International Home + Housewares Show?
This industry has many businesses that can benefit from understanding and then practicing the tactics used in digital inbound marketing. With the ever-changing Internet, it is difficult to have a dedicated staff person to keep up with the change; this is an area where outside assistance is needed. There are many new innovative ways to use the Internet to lower the cost of client acquisition in both the B2C and the B2B space. Many marketers and marketing departments still do not know how to embrace these techniques.
Tell us what you will be speaking about and how and this topic is important for Show audiences.
Every business can add to its bottom line by lowering the cost of acquiring a new client, either B2C or B2B. How many companies really measure what the best marketing is or what is really working or compare different techniques? The Internet and social media can and should be a large part of any current marketing plan. I’ll explain how companies can know where to best spend their marketing dollars for the best ROMI, Return on Marketing Investment. Too many companies believe that marketing is just a cost they need to bear, rather than measuring it as investment in their business that should be returning at least $3 for every $1 invested. I will demonstrate how to measure the success and the investment return of each source of new clients.
This is your second time presenting at our Theater. What are you looking forward to most from speaking at the Innovation Theater?
As I did last year, I am looking forward to engaging in the conversation about the best marketing for each company and how each can measure its marketing productivity.
What do you see as consumers’ biggest concerns regarding housewares products?
Consumers want to engage and compare companies, products and services. Statistics tell us that overwhelmingly consumers are searching and researching on the Internet before making either online or in-store purchases. As I mentioned in my talk last year, there is a Zero Moment of Truth and it is on the Internet. Even if a company is not yet online, its customers are there making buying decisions and every company needs to make sure they are a part of that process.
What is the best advice you could give someone trying to get into your area of expertise?
If you are interested, the Internet is the place to start learning about almost any subject. I suggest that you seek out experts to help in your exploration. Anybody can learn about anything these days, it merely takes the proper desire to learn.
Thank you, David, for giving us a preview of your presentation on what to do when Facebook goes away and how to leverage the Internet and inbound marketing for greater revenues and better return on marketing spend. We look forward to learning more on Monday March 17 at 11:30 am in the Innovation Theater.
Be sure to make time in your Show schedule to catch up on the latest at the Innovation Theater, located in Room E350—near the entry to the Level 3 Lobby, the gateway to the Lakeside Center exhibit hall. The Innovation Theater will present 20 educational programs beginning Saturday morning and running through Tuesday morning. Check www.housewares.org regularly for updates on the schedule of Show events.