71 minutes | Dec 18th 2020

Duane Schulz — The importance of Ethical Marketing

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Duane Schulz is a Digital Marketing Consultant and was the former Chief Marketing Technologist and Head of Digital at Xerox until January 2017. He has had roles ranging from Brand and Marketing Intelligence to acting CMO over the last 17 years and has held executive roles at Apple and HP. Duane shares what it was like working for Apple during the 90s, his time at Xerox, how he sees brand image, and what it means to “do no evil,” marketing through the use of lean surveillance.   Key Takeaways: [2:20] How did Duane get his start in marketing? [4:45] Who were Duane’s early influences/mentors in marketing? [8:35] Duane shares what it was like working for Apple in the mid-’90s. [10:00] When Duane first got to Apple, they were adamant about not doing market research. Well, he had a background in market research, what was he doing there? [13:00] When Duane left Apple, what were his thoughts on Apple as a company back then and their longevity as a brand? [18:45] How was marketing ops defined back then? [20:00] Duane shares when he was first exposed to brand image and why he fell in love with the rebranding process. [24:20] We are navigating new territory when it comes to marketing. [26:45] If you can’t think of the purpose of the company and express it in your work, then you’re failing at marketing. [32:15] How should marketers begin looking at marketing ops today? [37:10] What does Duane mean by lean surveillance marketing? [40:45] Look at the words marketers use: track, capture, and nurture. Our tools track our customers. It’s not just the big companies contributing to the surveillance problem. [47:00] C-suite executives argue that we need this additional data, but Duane wants to push back on that. Reexamine your practices, do you need this additional data? Are you actually using it? [48:35] Can you measure the brand value of your company? [51:00] Privacy is always down on the list when it comes to marketing. [57:15] At HP, you would work with product managers and engineers in the same group. It was insightful to have these two teams work together. [59:15] How should marketers be thinking about their performance metrics? [1:03:55] It can be hard to find good teachers in the space. Duane weighs in on how to find a good teacher, and be a good teacher. [1:10:00] What advice would Duane give to his younger self?   Mentioned in This Episode: Duane on LinkedIn
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