Internationale (weibliche) Verstärkung auf der OMCap kommt aus den USA: Rachel Pasqua, ihres Zeichen nach Strategin, Autorin und Co-Gründerin von Token, einer digitalen Design Agentur aus New York, bringt uns das Thema “SEO in the Age of Apps” mit nach Berlin. Wir haben sie vorab getroffen und möchten Ihnen nun auch diese aussergewöhnliche Expertin für Digitales Marketing vorstellen.
OMCap: What are the different working areas/projects you work for?
Rachel: When working with clients, I focus heavily on social and mobile strategy and execution– from cross-platform content to designing social machines. My goal is to help the brands I work with identify and execute across all the touch points in their customers’ unique journey and that can involve many different platforms and technologies. When speaking at events, I talk a great deal about all aspects of mobile– from how to strategically integrate it into your existing marketing mix to the minutiae of how to design and successfully promote a native mobile application. Since mobile is constantly evolving, I never run out of material for fresh presentations, especially ones that are more of a how-to in format.
But right now, I’m more interested in presenting on topics that are conceptual and anthropological in nature–for instance, the ways in which mobile devices are changing basic human behavior and the implications these changes have for brands and the way we conduct everyday business.
The idea of Responsive Branding is another favorite topic–essentially taking the concept of responsive design and applying it to digital marketing as a whole, in light of the complexities of the new customer journey. In essence, it’s no longer enough to design responsively– brand needs to behave responsively. I’m also working on a new project that profiles the challenges faced by women in advertising–a series of video interviews with female executives and influencers throughout the industry. So, talking about how women navigate the various channels of the media and advertising and how that’s evolved from the mad men era to today is another theme that’s taking shape.
OMCap: Have you been to Berlin before? Are you looking forward to Berlin?
Rachel: I have never been to Berlin–or anywhere in Germany and could not be more excited! Especially since this event appears to coincide with Octoberfest!
(editorial annotation: No, unfortunately not, Rachel! Strangely, Bavarians schedule the Oktoberfest for September. We Berliners never quite understood that. Anyways, we’d like to invite you the Munich Hofbräuhaus here in Berlin, where most probably Lederhosen are more than welcomed! ;-))
OMCap: What are you expecting of a German online marketing conference?
Rachel: I’m hoping to get better insight into how realtime marketing and non-desktop platforms are influencing the evolution of SEO and SEM in Europe. I try to follow markets outside the US as much as a I can but there’s only so much you can learn from a distance.
OMCap: Could you give us a little sneak preview of what your session will be about?
Rachel: How has the evolution of the mobile apps changed search? Niche mobile search apps are supplying consumers with options to find what they’re looking for faster and more efficiently than ever before and to make the most of this opportunity, marketers needs to rethink their approach and expand their efforts beyond the mobile browser. In this session, I’ll lead an exploration of the most important native search applications on the market and discuss strategies for optimal visibility within each. Attendees will learn which native search apps are most important for their vertical and how to leverage them as we discuss methods for achieving visibility within each.
OMCap: What hobbies do you have?
Rachel: When I’m not working, I spend most of my time playing with my five year old twins, making art, baking, going to the park and museums and the beach–being a mother is my favorite pass time! But I also love to cook, run, and do Bikram yoga. And, I also write fiction–last year I published my first business/marketing book but I’m hoping to publish my first novel in 2014!
Thank you so very much, Rachel! We are delighted to have you on bord of the OMCap!
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