8September 2021TO SINK OR SWIM: NAVIGATING THE EVOLUTION OF MARKETING TECHNOLOGY AND LEARNING TO RIDE THE WAVEAs Vice President of Marketing at Elkay, Molly Pajauskas is responsible for establishing a powerful integrated brand identity for the company across all global businesses. Elkay is a family owned, privately held manufacturing company that produces innovative plumbing products, world class sinks, faucets, water coolers, drinking fountains and award-winning bottle filling stations. Molly is also responsible for integrating the brand identity within the Elkay Interior Systems (EIS) portion of the business which includes interior design, build, and commercial project management for restaurant, education, hospitality, and retail markets. Molly has a proven track record for deploying strategies that connect with customer and consumer needs and has extensive experience in all areas of marketing, including demand generation, content marketing, branding, public relations, channel marketing, marketing analytics, and events. Outside of work, Molly acts as a Board Member of Crystal Vision Executive Committee and the HIRI Executive Board and is a member of the Association of National Advertisers. Molly holds a Bachelor of Science degree in Marketing from Indiana University. Over the last few years, a technological evolution has taken the marketing world by storm. With the onset of new information collection channels, growing numbers of automated business solutions, and the increased value businesses and customers place on transparent business practices, marketing professionals have more to consider nowthan ever before. To prepare for the future of marketing, it's important to think through the technological changes we've experienced, what new challenges they present, and how we can ride the wave of change without drowning in a sea of data.Changing landscape takes a team approachOne of the challenges being faced in the industry is the changing landscape across digital platforms and the trends that affect them. According to Statista, video advertisement spending is expected to show an annual growth rate of 4.9 percent between 2020 and 2024. The rules and algorithms across partners and customer's digital platforms also change frequently, so ensuring our teams are aware and can adapt rapidly is crucial to remaining relevant in digital spaces. We can now measure all forms of our marketing efforts, including all pieces of content, copy and imagery. We must be able to take this learning and apply it in an agile work environment to pivot quickly while also ensuring social relevancy to the environment.Understanding data privacyIt's essential for teams to understand and anticipate the changing landscape around customer data and privacy laws. While new information capturing systems can capture customer data for you, it's up to you to understand what data is being captured, how you can best use it, and what laws surround its usage. To stay ahead and be able to overcome the challenges these changes often bring, teams must collaborate with their organization's Legal, IT and Marketing departments to ensure they have a robust knowledge of this changing landscape of standards, how it impacts business practices and protects people's privacy.Turning data into insightsThe rise in automated solutions has also brought By Molly O'Loughlin Pajauskas, VP Marketing, Elkay ManufacturingIN MY OPINIONMolly O'Loughlin Pajauskas
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