Whitney Stephens

Senior Manager, Marketing Communications

Minute with a Marketer: DIRECTV

In this month's edition of Minute with a Marketer, we talk with DIRECTV's Director of Content Strategy and Digital Marketing, Mike Raffensperger. Mike shares how the provider of digital television entertainment services is incorporating personalization into its marketing strategy to deliver consistent customer experiences to more than 37 million customers in the U.S. and Latin America. 

Q. Can you share a little about your role with us?

I’m responsible for digital communications and commerce from a strategy, production, and optimization perspective.

Q. What has DIRECTV been up to recently?

I’d say the biggest change in the past year or two at DIRECTV has been the extent in which we are personalizing content along the entire digital marketing channel. We’re really personalizing in a one-to-one way that we’ve never been able to do before, while at the same time carrying that experience (and message) consistently through every touchpoint, whether that's on DIRECTV.com, Facebook, CNN.com, or Gmail.

Q. What are some of the goals at DIRECTV?

DIRECTV is a remarkably complex business. We’re always looking to add new subscribers onto the platform. Then, once individuals are DIRECTV customers, there are a lot of things we care about in terms of customer experience and the way we present new features and services. We found the most effective way to do any of this is by speaking to people in a really personalized manner.

Q. What are the big issues you see today’s industry facing?

Technology has evolved remarkably in a very short period of time, giving us capabilities that are amazingly robust. Getting that new technology to speak with your various legacy systems and third party platforms, however, is incredibly challenging.

Q. What is your favorite movie?

I've always loved “Brazil”; I'm a sucker for Terry Gilliam.


Check out a few of our other recent MInute with a Marketer interviews for additional insight from industry leaders: 

09/10/2015 at 12:00

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