Interviews

Martech Interview with VP of Business Development, SOCi – Chad Jordan

Chad from SOCi dissects the impact of localized marketing on consumer behavior and intent anticipation along with the importance of attribution for digital marketing needs

In an AI-Centric world, emotions and relationships will be even more important

1. Tell us about your role in SOCi?
My role at SOCi is truly a dream job. As VP of Business Development for Brands, I get to have conversations with multi-location marketers about what is working well for their brands and where they would like to improve. Additionally, I get to use my experience in the franchising space to help shape the marketing strategy for SOCi clients. One of my favorite parts of being with SOCi is the chance to interview Marketing Leaders in our Localized BrandNews Vodcast and SOCi Spotlight series.

2. Can you tell us about your journey into this market?
I got into digital marketing quite by accident. In my early 30’s, I owned a small chain of delis and was looking for ways to market efficiently and affordably. A new social network called “Facebook” was launched and I dove head-first into trying to utilize it effectively. Once I got out of the restaurant industry, I transitioned to a company that offered social media services to franchises, and my first big account was Sport Clips. In 2015, Sport Clips asked me to join them full-time and create a Digital Marketing Department, which I ran until December 2019.

3. How has the data-driven approach redesigned the marketing and branding strategies?
Attribution has always been the Holy Grail of digital marketing initiatives. Unlike its traditional counterparts such as tv, radio and print, digital marketing has struggled with proving ROI. But now that we are getting closer to understanding the impact that localized marketing is having on consumer behavior, comprehensive strategies can be developed to understand, and anticipate, intent. To be clear,

THERE IS NO “GOING BACKWARDS” – DIGITAL MARKETING ISN’T GOING AWAY, AND THE SAVVY BRANDS THAT LOOK TO LEVERAGE IT PROPERLY WILL BE THE BIGGEST WINNERS IN THE NEW ECONOMY

4. Do you agree that smartphones have started playing an important role in giving a strategic direction to the decision-making process?
When I started in digital marketing, mobile dominance was a pipe dream. Flip phones and blackberries were still common, and the thought of having a legitimate web-viewing experience in the palm of your hand seemed far fetched. But now, a decade later, most of us view the web from our Smartphone. Not only does a company website need to be mobile friendly, but every part of the shopping experience has to be mobile first – reviews, listings, social and shopping happen on the go, not tied to a desktop.

Marketers simply can’t afford to make decisions without considering the influence smartphones have on the consumers

5. Do you follow a defined check-list while developing a strategy for SOCi?
I laugh at this question because those that know me, know that I live by checklists. It really depends on the group for whom I’m developing a strategy. If it’s a specific campaign for a Client, I typically run through my “5 Shopping Languages” of consumers checklist, where I try to identify ways to reach people based on their shopping preferences (Bargain Hunter, Test Driver, Impulse Buyer, Thorough Researcher, Loyalty Member). But if it’s “big vision” thinking, maybe a re-brand or a holistic approach to lay out a strategy for an entire year, I like to go through my 4 “I’s” – determining how the brand can show they are Indispensable, Irresistible, Influential and Innovative.

6. With AI and ML coming in, what are some of the challenges/opportunities you see approaching ?
For challenges, I could envision consumers getting turned off by an impersonal experience, especially for brands that don’t deploy chatbots without any human element. But for opportunities, I can imagine marketing departments getting more done with less, including less resources, cost and staff. Plus, those brands that DO deploy chatbots correctly can actually increase Client satisfaction, especially after hours when most consumers expect a delay in responses.

7. What work-related hack do you follow to enjoy maximum productivity?
This is going to sound counter-productive, but I actually take the weekend off. I mean, completely unplug. I find this recharges my internal battery and creative juices, so that by the time Monday rolls around, I’m much more efficient and prepared for a productive week.

8. How do you prepare for an AI-Centric world?
In an AI-Centric world, emotions and relationships will be even more important. So I embrace each interaction with a marketer or co-worker as a valuable exercise in authenticity. People will always buy from brands they trust, and who better to trust than a company full of individuals that actually care about each other and everyone’s well-being.

9. What are your predictions about the future of Martech?
I see less a world of segmented vendors that specialize in one or two areas, and more a landscape full of well-oiled companies that excel in a diverse range of offerings that allow them to be a “one-stop shop” for brands. Apple USED to sell computers (Macintosh specifically), but now they are the go-to source for devices from Computers, Phones, Tablets, Audio, etc. The same will be true in Martech, vendors will need to prove they excel in all areas to attract Clients.

10. Which book are you reading these days?
Wow, Talking to Strangers by Malcom Gladwell – talk about timely. He really breaks down the reason for a lot of the social unrest that is happening in America and tries to suggest ways to get a civil discourse started.

Chad Jordan, VP of Business Development, Brands at SOCi has been in digital marketing since he started a chain of sandwich shops two decades ago. From that experience, Chad recognized the value social media and online reviews provides to local businesses and eventually created and lead the Digital Marketing Department at Sport Clips, Inc. After 5 years of increasing franchisee adoption of localized digital marketing offerings, Chad followed his passion to impact brands across the country and found SOCi to be the perfect fit.

SOCi is an award-winning all-in-one local marketing platform built specifically for "next-level" multi-location marketers. Our customers include top brands and influencers like Ace Hardware, Sport Clips, and Anytime Fitness who have the impossible challenge of managing their digital presence across hundreds and thousands of locations. The SOCi platform empowers local management of the entire customer journey across multiple mediums including local business listings, social, reviews, listening, ads, and more. As central command for multi-location marketers, SOCi makes the impossible possible by enabling top brands and their locations to strengthen and scale their digital presence across limitless local search and social pages while protecting what matters most, their reputation. For more information on how SOCi can help fuel your localized marketing success - visit us at www.meetsoci.com

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