Melissa Parrish Joins AdExchanger Research As Executive Director

melissaparrish “Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research.

What’s the opposite of growing pains?

If you’re a regular reader of the Marketer’s Note, you’ve undoubtedly noticed that AdExchanger Research has grown from all angles in the past year – hiring more analysts, writing more research and helping more clients with their strategic initiatives. Today marks the next step in that evolution as I’m thrilled to be joining the team as Executive Director.

Before coming to AdExchanger I was VP and Research Director at Forrester Research, where I led a team covering mobile and social marketing as well as emerging technologies such as wearables and Internet of Things. Earlier in my career I held product, strategy and social positions at some fantastic companies like Time Inc., Meetup and Bolt.com.

It’s an exciting time to join the research team at AdExchanger. We’re in the midst of a technology revolution in which consumers’ lives are impacted by technology in increasingly fundamental ways, and marketers’ strategies, priorities and functions are in a state of flux as technology presents new opportunities and challenges.

In my research, I’ll be exploring these fundamental changes through the lens of mobile and bleeding-edge technology. I’ve long had this idea that the far future of marketing will see a world in which technology is so integrated into every facet of a consumer’s life that there’s no need to talk about it anymore. In that future world, marketers will need to focus on engaging people wherever they happen to be as they move through the world in a truly device- and platform-agnostic way. My research will take a look at what marketers need to do to be successful in mobile today as well as the steps they need to take to prepare for this tech-enabled future.

In addition to writing research, I’ll be nurturing AdExchanger Research’s growth as the manager of the team. You’ll also see me on stage at Industry Preview in January and at AdExchanger’s other events throughout the year. I look forward to hearing your ideas and your challenges and to helping you make the most of your mobile consumer relationships.

Follow Melissa Parrish (@MelissaRParrish ) and AdExchanger Research(@AdexchangerRsch) on Twitter.

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