Deep Dive Into Omnichannel Marketing: Maverick of Marketing

Omnichannel marketing is essential for marketers. It ensures that a company doesn’t pigeonhole its marketing efforts into one channel but really expand into different areas.

On this episode of Maverick of Marketing, Host Shannon Maverick talked with Eric Johannes, Director of Corporate Marketing for IC Systems, an accounts receivable management provider and one of the largest collection companies in North America. The duo talked about omnichannel marketing, Johannes’ career, and how he became a vlogger at the age of six.

Johannes was on a family vacation to Florida when he got the opportunity to borrow a video camera from his grandfather, who always had the latest and greatest tech toys. The VHS camera was large and sat on his shoulder, and despite its large size, he was excited to get some footage of his family’s vacation. On the first morning, he woke up early and made a show called “Breakfast with Eric,” where he showed the audience how to make an omelet.

“Right then, I knew video was my thing, and I never looked back,” Johannes said.

Through video, he started in marketing as a specialist. He expanded his skills in the field. He understood that video is an impactful way to get a message in front of people. Marketing, though, includes using both a creative and analytical mind.

“There are so many more things to being a good marketer than one of those tools, so it’s been quite an evolution,” Johannes said of learning that he couldn’t just be a master of video. “There isn’t a silver bullet anymore, and the minute you think ‘this channel or this tool or this method is bullet proof’… boom, it changes.”

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