By Nuria Alonso Lamamie de Clairac I recently had the opportunity to participate in the first Tech Women Alumni Dinner with nine other Kellogg women. We were very lucky to have three Kellogg alumni join us for dinner and share their experiences with us. It was great to have a wide variety of backgrounds represented, from… Continue reading
Jeff Hoffman is a second-year student interested in entrepreneurship and technology. He is passionate about the intersection of data science and application, focusing specifically on how data sets and insights can be leveraged to create, refine and market new products and services.
This past summer Jeff interned at Google and will return to the technology firm after graduation. He recently participated in a Career Management Center webinar about career opportunities and his experiences working with Kellogg’s career coaches. Watch the entire webinar, or continue reading to see what Jeff had to say about recruiting, his experience at Google and why he thinks Kellogg graduates are perfectly equipped to succeed in the technology industry.
When I was young, my brother and I would occasionally use a branch or toy hammer to bang each other on the knee, hoping to see the patellar reflex in action. We saw doctors do it on TV and, as over-confident children, naturally felt we could achieve the same results without any training. Unsurprisingly, it never really worked. To this day I’m still unconvinced I actually have the knee-jerk reflex.
There is a reflex, however, which I undeniably have and I’m sure you do, too. It’s a new digital reflex, brought on by the rise of mobile, to turn to whatever device is at hand to satisfy our need for information right in the moment. For example, recently my friend told me about a movie he enjoyed the night before, and without even thinking, I pulled out my phone to read reviews and find a theater near me where it was playing.
Google calls these instances “micro-moments,” and we have many of them each and every day. Having super-computers in our pockets has allowed us to initiate these micro-moments anywhere, at anytime, and has led to a fundamental shift in consumer behavior.
As a student at Kellogg, it’s a privilege to be able to partner with academic thought leaders and industry-leading companies to define how the next generation of marketers can adapt to the changes in consumer behavior brought about by technology. This quarter, in an experiential project sponsored by Google, I worked alongside three other Kellogg students in my Analyzing and Operating Digital Platforms course to create an approach that brands can utilize to reach consumers in their micro-moments.
Kellogg’s Marketing Conference is by far one of the largest events at Kellogg. More than 500 attendees, hotshot panelists from companies like Google, SC Johnson, Kraft, Johnson & Johnson, Pepsico and Uber, incredible keynote speakers and the vibrancy of the student leadership team make this an exciting and informative event.
For the first time, this year’s marketing conference featured a creative session competition hosted by the Google Brand Studio. Six teams of four members competed to solve a marketing prompt delivered the day of the competition. We were excited to participate because of our interest in the rapidly evolving tech industry.
In today’s digital and connected world, consumer experience has become far more layered and transparent than in the past. Price and quality comparisons are easier than ever, the sales funnel is no longer linear, and change happens fast.
The modern-day marketing needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.
That is why the 2015 Kellogg Marketing Conference will examine “Marketing Outliers: Growing Outside the Comfort Zone.” The conference will explore the recent history of strategic decisions, campaigns, and tactics that went beyond the marketing playbook and how we can learn from the outliers who have taken big risks.