Last Thursday, I had the pleasure of hearing Katherine Durham, V.P. of Marketing, Imaging & Printing Group for Hewlett-Packard Americas speak publicly. She strongly believes in the power of “AND,” stating that one can’t think about Digital and Print Marketing as separate entities. A holistic approach is required in today’s marketing industry.
People spend many hours in front of their computers watching videos, shopping, reading news, chatting, tweeting etc. Smart phones have expanded this trend by bringing mobility to the web and introducing one more marketing medium to the mix. In tech-savvy countries like Japan, 85% of the population have smart phones. And 77% of Americans watch videos online to learn “how to” rather than reading print instructions. These observations were the basis of Katherine’s presentation: Web Marketing, the mainstream of contemporary advertising.
Katherine highlighted her real-life experiences managing, strategizing and analyzing the results of HP marketing campaigns. Even though her topic was on Print and Digital Marketing working together, she engaged the audience with HP’s Social Media marketing experiences.
HP’s social media marketing campaign included videos that were created by HP printer users participating in HP’s advertising video contest. Another example included Hewlett Packard reaching out to Ree Drummond (aka The Pioneer Woman), who shares recipes, photos and life experiences from her family’s ranch. Here’s a link to one of HP’s contests sponsored by The Pioneer Woman:
Katherine Durham’s bottom line is that most customers research technology products online by reading reviews from their favorite bloggers or watching videos. However, they still often go to a physical store to buy the product. The biggest challenge then is HOW TO MEASURE RESULTS? All the new technology allowing marketers to track online actions, sales, etc. don’t apply to off-line sales.
Katherine Durham is the Vice President of Marketing for the Imaging and Printing Group, Americas. In this role she is responsible for building the HP brand and driving demand for imaging and printing products with Consumer, SMB, Enterprise and Public Sector segments across the U.S., Canada and Latin America. In addition, she is responsible for Environmental Leadership — compliance, sales support and marketing — across the Americas.
Since joining HP in 2000, Durham has held a number of positions in the Americas marketing organization. From 2005-2007 ,Durham was the Director of Business Planning, Market Insight and Operations where she re-architected the market insight team and built an analytics and reporting team in India. Before that, Durham was the Director of Communications responsible for advertising, direct marketing, digital marketing, merchandising, training, events and more. Durham also held roles as the e-marketing manager and NA brand manager for IPG-A Marketing.
Prior to joining HP, Durham was the general manager of an interactive unit of Mattel Inc., where she led the team in developing software titles for Barbie, Hot Wheels and American Girl brands. Before that she was the Vice President of Marketing for two technology start-ups: PrintPaks, a multi-media software company; and Kibu, an Internet company targeting teen girls. She started her career in public relations followed by a three-year stint working for a municipal government as the assistant to the Mayor and Land Use Director in Washington State. She served in the Peace Corps as a teacher in Thailand, where she picked up a bit of the language and life-long appreciation for the people, culture and food.
She earned a bachelor’s degree in communications studies from the University of Portland and studied for a year in Salzburg, Austria. She lives in Portland, Oregon with her husband and two teen sons. In her free time she likes to travel, cook and spend time with family and friends.