Welcome Davina Moore, Head of Digital Marketing, NXP Semiconductors, sharing her insights on Customer Engagement, MarTech Stack & Marketing Strategies, as part of the MarTech Thoughts series.

What is your industry? And how would you explain your job to a 5-year-old?

Semiconductors. I often feel like I’m a conductor: making sure that the team doesn’t miss a beat and that our projects flow together and inspire our customers. Digital marketing is all about being able to catch and keep our customers’ attention in a way that we can measure.

What is the one marketing platform/app/solution you can’t live without? Why?

LinkedIn – the versatility is great, plus we can really work with specific interest areas and groups.

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

Always both. It is not an either-or for me. Different campaigns require different content and the outcome may be very different. From launching a brand new product, to publishing new episodes within a training series – the engagement and the content are not the same.

At your organisation, what tasks in marketing are good to automate and what tasks still need a human touch?

There are plenty of tasks that benefit from automation- much of it around personalisation, drip campaigns, emails. Some of the simpler copy creation can also easily be automated.

However, we still need people to review & edit that copy and contextualise it. Being able to respond human to human is also hugely important and cannot easily be replaced with pre-formatted questions and answers.

What are some of the significant changes to your customer outreach and retention strategies?

Personalisation and targeting strategies are more specific and dedicated than they have been previously. This opens up new opportunities in how to put together content promotions.

How do you see the skillsets needed for the marketing profession changing?

Generally, there is an opportunity to do more with data analytics for marketing. We really only scratch the surface right now, but as the MarTech stack becomes more sophisticated, we will be able to do more with the data and make it work for us.

How do you keep your team motivated to get the best out of them during challenging economic times with additional external pressure?

Well, really by trying to innovate in terms of ways of working, project management and work/life balance. At the end of the day, everyone wants to feel valued & having an open and flexible approach is a pretty good start!

How do you monitor the effectiveness of your audience segmentation?

We track the size of the segments over time – for each of our campaigns.

What are the top priorities for a MarTech Stack Optimisation Strategy to achieve?

Improve marketing efficiency, marketing ROI & attribution to revenue.

What are your views on having a single stack (e.g. Google or Adobe) vs. a mix of best stacks for each function?

The difficulty with a mix is that data analysis from different sources is complex and tricky to find true equivalences across the board.

Which MarTech solution/platform will you invest in if you’re an angel investor?

Google Analytics.

What’s the best approach/tools to understand customer pain points?

There are many other methods other than surveys to get a good understanding of customer pain points, but working with the account managers to get the direct feedback from the field is a pretty surefire way to get the information.

What are the best social listening tools and strategies? Why?

Well, there are different tools that help with different pieces of social listening. Understanding your audience – what keeps them engaged, who is influencing them, what the trending topics are, are just some of the behaviours to watch out for.

How do you keep abreast of all the latest MarTech out there?

A mix really, following groups through social platforms, newsletters, conferences & encouraging the team to do the same and share findings back with everyone.

How do you attribute sales to influencer marketing?

In the same way as we track any other marketing tactic. Each tactic contributes to a campaign and is weighted accordingly in the results.

What are the top 3 things on your checklist when choosing the right influencer to work with?

Previous content that they have shared, their reach and their credibility for a given topic.

How do you connect, engage and build a persistent relationship with your customers?

The most important is having a clearly defined customer journey. If you are clear on where you want to take them and how they can get to the final destination, the rest slots in and complements that.

How do you tackle department silos when it comes to looking into CX proactively?

Frequent alignment and listening to what other teams’ priorities are. If you understand what is important to them, it helps minimise the silo effect and agree more quickly on common objectives.

How do you measure brand love?

There are a number of methods to understand this, we use a net promoter score, we also measure the share of voice and engagement in our content, as well as encouraging advocacy through a dedicated partner program for example.

What do you need to have in place to create experiences that flow?

Good planning really and open discussions about what the objectives are. As mentioned above, frequent alignment helps this to stay on track.

How important is segmentation to your personalisation strategy?

Segmentation is highly important. With the volume of content available to customers, we have to be able to offer content that is directly relevant. Understanding those segments and what they need and then layering the personalisation strategy to that is a pretty good start.

How do you foresee the role of gamification across industries?

It’s interesting, gamification can be a powerful way to keep people engaged with your content. As more companies expand their digital presence, this could be one way to keep people loyal. Everyone loves a challenge and seeing your progress and earning badges or rewards is a pretty solid method.

What are the roadblocks in implementing gamification?

On the other hand, the interest in the gamification aspect can be short-lived. It needs to be carefully thought through so that the rewards are incentivising.

What’s the best advice someone has ever given you?

It’s better to ask for forgiveness than permission.

A big thank you to Davina Moore, Head of Digital Marketing, NXP Semiconductors, for sharing her insights on Customer Engagement, MarTech Stack & Marketing Strategies.

If you want to connect with Davina after reading her MarTech Thoughts, please reach out to her via her LinkedIn Profile!

See more MarTech Thoughts interview posts here: https://themartechsummit.com/category/martech-thoughts/

Last updated: Sep 2023