Isuzu brings on first marketing leader for digital and CRM

Customers are increasingly in control of their own purchase experience, making digital technologies a must for any modern brand approach, says new recruit

Customers are increasingly in charge of their own purchase experience, making it vital that brands invest in digital technologies to help guide and manage those expectations, Isuzu’s new CRM and digital marketer claims.

Michael McLean was recruited to the newly created role of marketing manager for CRM and digital at the truck manufacturer last week. The role sees him dealing with customer engagement and relations management, and overhauling Isuzu Australia’s digital communications approach.

Prior to joining Isuzu, McLean headed up the marketing consumer division for TechTronics Industries Australia overseeing digital, onsite and in-store teams and a range of power tool brands including Ryobi and AEG. He has 15 years’ worth of experience in sales and marketing.

IAL director and chief operating officer, Phil Taylor, said the development of the new role reflected the company’s commitment to embracing an ever-evolving media and marketing landscape.

“For many decades, we’ve worked hard to establish ourselves as genuine leaders of the Australian trucking industry, but that’s not just confined to selling steel,” Taylor said in a statement.

“We’ve identified the importance not only of having a strong presence within a shifting media, marketing and communications setting, but also in having an even more sophisticated understanding of our customers’ needs and aspirations.”

McLean said Isuzu had done a great job of being a market leader for the last 26 years, but like any organisation, needed to increasingly embrace new technology around marketing and communications.

“More than ever before, the customer is in charge of their own purchase experience,” he said. “We know 80 per cent of customers have already done their research online and come very close to making a final decision before they even set foot on the showroom floor. It’s our challenge then to guide and manage that experience.”

Key to success in the new role will be customer relations management or ‘CRM’, a juncture of data collation, communications and marketing, essential to a more sophisticated sales approach, McLean said.

“Isuzu has a really good underlying foundation for database marketing. I’d like to be able to take it to that next level and generate some detailed insights,” he said. “There are two sides to it really. You’ve got the management of existing relationships and the nurturing of new leads to assist with a purchase.”

McLean added it was vital not to deploy digital marketing technologies just for technology’s sake.

“It’s about employing the right tools for the business to grow and continue to succeed,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in