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Motorola's goal: Keep customers for decades

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Chicago—Eduardo Conrado, senior VP-global business and technology marketing at Motorola, discussed how the company is making marketing more relevant during a presentation Tuesday at the ANA/BtoB conference.

“The economy has helped us on an organizational front—we have consolidated our product marketing teams even more,” he said.

Motorola's marketing budget is flat to slightly down this year, although it is shifting more of its spend to digital, including a push into social media.

One of Motorola's new initiatives is aggregating social media sites for its customers, Conrado said.

He also said that while Motorola continues to use traditional media, all of its marketing efforts are designed to drive users to its Web properties.

“When we look at our go-to-market mix, from PR to events to search engine marketing to advertising to direct marketing, at every touch point with the customer, we want to bring them to one of our Web properties.”

Conrado added, “Digital sites have allowed us to create an immersive experience. It allows us to track, upsell and take a solution view. We want our customers for decades—not years."

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