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

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in