Technology Makes Marketing Exciting for Rackspace CMO

Screen Shot 2016-06-17 at 11.40.46 AMWere times easier when the “four Ps” — product, price, place and promotion — ruled king over the marketing kingdom? Or do you enjoy the extra help and information available due to today’s technologies? Carla Piñeyro Sublett, newly appointed CMO at Rackspace, a cloud-management company based in Windcrest, Texas, says this change was a big part of her career.

She started her career in sales and moved over to marketing. As a result, she had to become a “learner” in respect to marketing function and practice, something she thinks all marketers should constantly be doing.

“The channels to reach customers and target audiences are evolving all the time and I think that’s only accelerating. I think it’s coming upon us as marketers to be curious and stay up to date, learn and continually look for innovative and instructive ways to reach our audience.”

Although Sublett says she’s “weary” of identifying marketing trends — she worries that trends mean all marketers are doing the same thing and that can come across an inauthentic — here are two big technology trends she sees companies using to reach their audience.

1. Digital Content Boom

Sublett says digital content is blowing up right now.

“The old adage ‘content is king’ is taking on a whole new meaning in that digital space, meaning more and more folks are striving to be a destination for their customers and to be thought provoking, and really, start a dialogue with their customers long before they even consider purchasing,” she explains.

Digital content is anything that lives on the Internet — video, audio, software, images, social media, etc. Marketers can really benefit from digital content. It creates brand awareness, drives SEO results, builds relationships with customers (think about adding user generated content) — just to name a few. Sublett says she saw the rise of digital content begin in 2014 and it’s only gotten stronger since.

2. Cloud Is Here to Stay

In the past year, Sublett explains, the conversation around the cloud have changed.

“When I joined a year ago, particularly on the enterprise level, there were still conversations happening around adoption — whether or not folks would adopt the cloud. Everybody was adopting it to a certain extent, but not fully,” she states.

Now, the cloud is the way to go for marketers. However, one company may be on more than one cloud and that can get confusing. Sublett suggests if a business is having a hard time managing its clouds, it should enlist in some expertise, whether that’s in- house or a company like Rackspace.

“Not every company is going to have the same needs from a cloud perspective. It is very much about understanding the individual needs of that business and their technology needs.”

Because of all the recent technology changes, Sublett believes it is a very exciting time to be a marketer.

“We are standing at the edge of a major fluctuation point of IT. We don’t get these very often in our lifetime,” she says. “What we could potentially see, over time, is that customers will no longer have data centers and they will no longer have large IT organizations. I think we could see a future where that begins to be outsourced and the bulk of applications are in the cloud. I think we are standing on the edge of it.”


Taylor Knight is an associate content editor for Target Marketing and Total Retail. She enjoys writing and creating video content to interact with an audience.
Publish date: June 21, 2016 https://dev.adweek.com/performance-marketing/technology-makes-marketing-exciting-for-rackspace-cmo/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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