Tabitha Hernandez shares her take on balancing performance and brand, the role of AI as a tool, and her preference on social channels to use.
Do
you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.
Tabitha Hernandez, Senior Manager,
Paid Marketing, GE Appliances:
Performance or Brand: I’ll give one of my favorite
responses: It depends. My focus moves based on where the brand/product is in its life. If the brand/product is established, then performance should be a driver for marketing but, if you have a
brand/product that has just launched, there will most likely be a time where brand should be prioritized but measured with performance; of course.
Working with a Team or Solo: Team all the way. Collaboration and an open idea exchange, as well as bringing in various viewpoints, keeps marketing
relevant, fresh, and evolving. I enjoy building a team of brilliant marketers who can put their heads down and work but also are able to come together to make something greater.
Strategy or Execution: Execution. The most helpful and influential leaders in the space have kept their hands on the
keyboards. In the evolving digital space, a strategy can become quickly outdated if you are not aware of the technical nuances and peeking under the hood often. I personally keep up with my
certifications and always have at least one account that I manage day-to-day execution for.
In-Store Shopping
or Online Shopping: Online. I enjoy getting to browse and shop from my home whenever I have time. I am a lazy shopper and will purchase the same brands regularly. I do enjoy going
in-store to discover new products or for some retail therapy, but it is not nearly as often.
RMN Data or
First Party Data: It is important for companies to not only have access to their data and be able to customize their customer experience, but to also ensure that they are protecting
their user data and information. The only way to truly do this is 1st party data.
AI or Human Touch: I love the advances of AI. As someone who remembers managing when we had to make keyword level bids and adjust manually, I find AI to be a
great tool. However, I think it needs to be monitored and fed smart data to optimize correctly. This requires the human touch. I am not for the set it and forget it or black box/throw everything in
together and let AI sort it management.
TikTok or Instagram: Instagram. This is more due to
the lack of visibility and options offered by TikTok when it comes to data access. However, TikTok’s video editing tools and interface are already better than what is offered for Instagram. From
a marketing perspective, I think where you lean in should depend on the brand/product, your target audience, and the UX that your company can provide.
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