Kristi Barrow

Last week, I was lucky enough to be asked to take part in a discussion panel for the current AGSM MBA full-time class on Online Marketing.

Joining me on the panel was  Christina Thurn, Senior Producer at Disney interactive and Ross Mcdonald, Industry Marketing Manager at Google.

The session was chaired by Academic Director and Professor of Marketing Murali Chandrashakaran and Marketing Club president Geoff Baker.

Some of the key questions asked included:
How do you stand out from the competition on the internet?;
This was a very easy one for both Google and Disney to answer, as they are both clear leaders in their field.  I spoke about how in many industries in Australia, companies still hadn’t embraced the internet as a serious marketing channel, and just by getting the basics right, they could gain a serious competitive advantage.

With the internet getting increasingly mobile, how are you adapting your strategy?;
It was declared that 2009 is “almost” the year of the mobile! The iPhone has done a fantastic job in putting mobile data services in the hands of the average consumer. Google’s new Android phone, with its open sourced operating system promises to bring a mobile revolution as new apps are constantly developed. Disney has alway been a leader in mobile content, often teaming up with telcos to help distribute their content, e.g. Bigpond and High School Musical 3.

How powerful is user-generated content in your business, and how do you use it?;
Disney has embraced user generated content by developing many online activities for kids, some paid and some free, for example Club Penguin (an online community for children).

I also spoke about the seemingly decentralisation of user generated content. Sites like TripAdvisor now appear to be the exception, rather than the rule. People are not restricted to just sharing their views on one designated site, consumers are now empowered to discuss companies using various means; on twitter, their own blogs, facebook, forums etc. etc.

What will the future of digital marketing look like in 5 years time?
Wow what a question, I don’t think any of us had a stand out answer for this one!

There was also a Q&A session with the class where some greate questions were asked.  Content rights, lack of true globalisation in the internet and social media were discussed in the context of business opportunity and competitive advantage.

It was  great to be back at the AGSM, this time not as a student but as a professional.  However, it reminded me how much fun I had during my MBA and how I miss being a student!