It's always really inspiring to find someone who themself is really inspired by marketing. And judging by our quickfire interview with him ahead of his speaking slot at Integrated Live, Paul van Zyl, co-founder and chief technology officer at Nona Creative, is one of those people.
What area of marketing do you specialise in?
We specialise in digital product design and development, helping our clients develop “owned media” as well as creating or extending their products or service offerings.
How long have you been with the company?
We formalised Nona Creative in 2012, and over the past four years have grown from five passionate entrepreneurs, to a team of 30.
How long have you been in marketing?
While I’m personally a formal student of marketing, we founded our business servicing the local ad industry, and have grown, more recently, to not only focusing on design and development, but also SEO, online advertising and social media. Fundamentally, I believe some of the greatest marketing we see today is in the form products that extend brands, and move their marketing from messaging to something of substance.
Why do you do what you do?
I’ve always been captivated by technology, and its ever-increasing role in our lives.
Which marketing platform do you use the most? And, if you could only use one marketing platform for the rest of your life, what would it be?
I’m not committed to a marketing platform, all of them are only tools in our arsenal as marketers or creatives, so the choice would be inconsequential in my mind. Pressed for an answer, I might reach for HubSpot, but only if you really pressed me.
What is your favourite thing about marketing?
I’m enthralled by the way that marketing can, and should, fundamentally touch and transform every aspect of a company. At its heart, it’s about establishing a relationship between consumers and an organisation, that should be mutually beneficial. I’m most inspired by marketing that’s such a pleasure and delight, that consumers might actually pay for it.
Is content still king? (If not, what is?)
In a sense content will always be king, but I don’t believe it’s the be all and end all when it comes to how we think about it. It’s my belief that many people today mistake content for substance, and land up only treading water, adding to the noise that consumers are increasingly tuning out. I believe brands and marketers need to knuckle down and buckle in, unless we all aspire and commit to creating meaningful value in the world, driving our content with purpose, we’re heading for a bumpy ride.
You can find Paul's presentation on... in the Content Theatre at 2:30pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:
Originally posted on Digital Marketing Magazine