Marketing morsels from: Magnetic's James Green
Published: November 30, 2012
Author: Molly Shotwell
Our marketing morsels interview series with the titans of digital marketing continues with today’s insights from James Green, CEO of search retargeting leader Magnetic.
Name: James Green
What’s the first metric you check when you start work for the day?
I really don’t have a routine to check metrics on a daily basis, but the metrics I look at most often are: sales for the day, week, month, quarter, and year-to-date.
What’s one metric you rarely bother to check?
How much our sales people spend engaging with our clients. It’s never enough, so I know we always can do more!
If you had 10 million dollars to invest and you could invest in Google
or Facebook stock, which would you pick, and why?
Five years ago, I moved 100% of my portfolio over to Apple. I don’t own Facebook or Google stock or indeed any stock other than Apple. However, if I had to choose between Google and Facebook, I’d choose Google. I’m not convinced that Facebook looks at the world from the advertiser’s point of view. And while Google may not have everyone’s best interest at heart, they are relentlessly pursuing effective advertising products.
What do you think will be the most important marketing platform in 10
In 10 years, much of the TV we watch now will be available online. Those shows that we watch, wherever we watch them, will be on the single largest platform, and that platform will be slowly but surely eroding TV.
What’s your favorite advertising campaign (e.g. Betty White Super
Bowl ad, Got Milk billboard, etc.)?
Dos Equis – the most interesting man in the world. We have a developer (Vijay Parikh) who reminds me of this campaign. He flies jets, he owns a 1970s mainframe computer (as big as a fridge) in his apartment, and he’s a rock star (he owns over 50 vintage guitars).
What are the three most important qualities of a good account manager?
Listening (& understanding), attention to detail, and great follow up.
If anything keeps me up at night worrying about my company, it’s…
Making sure that our campaigns are hitting or exceeding our clients’ goals.
What’s the one marketing lesson you wish you had learned earlier?
Tell it like it is. Trying to position a product in a way that isn’t 100% aligned with what it actually is (as opposed to what you’d like it to be) doesn’t work.
If you could invest in one marketing technology company, which would it be and why?
I’m afraid that as I’m running a marketing technology company there really can only be one answer to this question: Magnetic. We’re hiring the best team to build the best product, and I’m heavily invested.
In three words or fewer: the future of SEM is…?
Competition. Competition. Competition.
– James Green joined Magnetic in October 2011. He began his career in the entertainment industry, working for Disney and Pixar, where he worked for Steve Jobs as the VP of marketing and new business development. He has also served in leadership roles for Sabela Media, Real Media, GiantBera, PVI, and Giant Realm. From 2010 until joining Magnetic, James fulfilled his lifelong dream of traveling around the world on his sailboat with his wife and two children. He documented the trip at www.SailingOndine.com.