Woman in Tech of the Week (8/23/17)
Andrea Ward, Chief Marketing Officer, Magento Inc.
The mountain of software tools and social platforms available to marketers haven’t budged conversion rates for most. E-Commerce conversion rates in the current year are 2.5 percent, according to Statista Inc. Not terrific, considering 70 percent of marketers say converting leads is their top priority, according to Hubspot Inc. Perhaps they’d do more effective digital marketing if they’d watch how consumers actually engage with it.
Marketing technology is getting more advanced, perhaps integrating virtual reality and artificial intelligence to help close customers. “All of that’s just gimmicks unless you can actually think about how you make that real for your brand,” said Andrea Ward, chief marketing officer of Magento Inc., which offers cloud-based e-Commerce solutions for business-to-consumer and business-to-business companies.
Earlier this year, Ward spoke about digital marketing challenges and parsed out methods that work during an interview at the Professional BusinessWomen of California Conference in San Francisco, California. The crucial thing for companies to do is put themselves into the minds of their human customers, she told Jeff Frick (@JeffFrick), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio.
This week, theCUBE spotlights Andrea Ward in our Women in Tech feature.