July's Minute with a Marketer features Anthony Kim, director of mobile strategy for PetSmart, the leading retailer of pet products and services in North America. Kim is responsible for developing the mobile customer experience and app strategy for PetSmart’s associates and consumers.
In this Q&A, Kim shares his thoughts on personalization and the importance of building relationships through digital marketing efforts.
Q. What is the biggest issue facing the industry right now?
One of the critical issues the industry is facing right now is personalization. Consumers are being bombarded by messages, advertisements, and offers. It’s important that brands maintain their engagement with customers by providing personalized experiences that are welcomed and not alienating. Marketers must also realize that privacy is a related concern and balance offering a personalized experience with respecting a consumer’s privacy.
Q. What goal would you like to accomplish by the year’s end?
I would like to see PetSmart provide mobile applications for our customers that allow them to manage their lives, as well as the lives of their pets, whether they are in store, at home, or on the go.
Q. What’s your biggest piece of advice for brands as they develop their mobile marketing strategies?
Create a more personal relationship with your customers, which encourages them to engage with the brand, purchase related items, and share their experiences with their social circles.
Q. What did you want to be when you grew up?
I dreamed about growing up and finding a role where I could help provide an engaging and inviting personalized experience for consumers!