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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in