When she started her career at Microsoft, Liz Hamren never quite thought she’d be the marketing authority she is today. She got her start on the product side of Microsoft, but moved to product management at a handheld computer startup. When she arrived at this company, she realized no one was capable of running marketing—no social media, brand or website had been produced. Therefore, she settled on doing it herself.
That was the start of her true career path. It has led her to become the vice-president of marketing for Dropcam. The technology itself is relatively revolutionary, as it operates as a cloud-based video monitoring service. This allows consumers to keep an eye on the home when away from home—watching over kids, pets, elderly relatives or an empty structure while out of time. The app has become so popular as to recently be acquired by Google’s Nest Labs.
For her work thus far, Hamren has earned quite a bit of recognition in her abilities in digital advertising. She has made a living of bringing new consumer products to the market with smart digital advertising strategies. For an article recently completed by Ad Age, an interviewer asked some questions in regards to success in the fast-paced digital field.
First, Hamren says to succeed as a marketer, one must allow themselves to be marketed by others. She insists on remaining a consumer herself—buying everything online, signing up for every promising email listing and keeping her cookies active. She allows herself to be targeted and retargeted by other marketers and sees what she likes and dislikes about the techniques of others.
Specifically, in terms of digital advertising, Hamren has nothing but praises to sing. She honestly believes Dropcam would not be as successful as it is today without the use of digital advertising. When the company first started, those who used the product loved it; however, those who did know about it were few and far between. Thanks to the relationship Dropcam developed with Quantcast, a technology company specialized in real-time advertising and audience measurement, the company was able to measure the productivity of its ads and reach their chosen audience better.
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