Q&A with Holly Pavlika, SVP- Corporate Marketing at Inmar Intelligence

Holly Pavlika, SVP- Corporate Marketing at Inmar Intelligence, oversees the Corporate Marketing, Consumer Marketing and Creative teams. Prior to Inmar Intelligence, she oversaw Collective Bias’ Marketing & PR. Collective Bias is an influencer marketing company which Inmar acquired, and which is still part of her overall responsibilities. She has written numerous articles on various topics, including a book called "Inspired". In 2016, she was named one of P2Pi’s Women of Excellence and she's a well-recognized influencer marketing expert. Although she began her career as an art director, she's become a writer having written several white papers and contributed to publications like MediaPost, Forbes, Mashable and CMO, to name a few.

The biggest challenges are the need for speed and the ability to constantly pivot. We are living in a very dynamic time that requires being nimble and able to change gears quickly and get materials updated and out the door with utmost speed.



MEDIA 7: What inspires you the most about the marketing industry?
HOLLY PAVLIKA: 
I’m continually inspired by how marketing has evolved over the years. When I first started, there were no computers. You used magic markers to draw what an ad looked like. Nothing was digital. The number of channels you had at your disposal was much more limited. Now we have social media, CTV, IoT, chatbots, and more to play with. Also, we have the technology for hyper-personalization and cross-channel attribution that has been lacking.


M7: Could you please tell us a little about your book, ‘Inspired’?
HP:
‘Inspired’ was a crowdsourced book about marketing with influencers. Influencer marketing has evolved so much since I first got started with it. There are so many ways to leverage influencers and their content. I truly marvel at the inspiration and creativity influencers bring to their craft and I often thought, as a former creative director, that they come up with ideas I would never have thought of. Brands underutilize influencers in my opinion. We once used a male and a female to rewrite product copy as a Dad or Mom would think. It was a really interesting experiment and the female influencer ended up getting offers for freelance writing from several companies.


“Be your own best BS meter.”  Would you read the ad? Would you engage with the social post? Would you click through to learn more?  If the answer is a no, it’s back to the drawing board.


M7: Inmar Intelligence recently launched a new data security platform, AutoSentinel.  What new does it offer to your clients?
HP:
Inmar is a data and tech-enabled services company that has been the trusted intermediary for brands, retailers, hospitals, pharmacies, and government entities. We are always looking for innovative ways to expand and leverage our platforms and data capabilities. AutoSentinel was developed for the automotive industry to ensure next-level safety measures in the automotive sector. AutoSentinel has a multi-level security design to keep its users safe when using our platform. Cars are much more sophisticated these days and connected cars make us more vulnerable, so additional layers of security are implemented with the use of Blockchain technology, where Driver, Vehicle Service, and Connected Car data are partitioned vertically and horizontally to allow for fine-grained access control down to the cell level. In addition, AutoSentinel leverages our data intelligence platform, ShopperSync™, which mobilizes SKU-level transaction data and other shopping-related behaviors sourced from point-of-sale systems and consumer touchpoints for personalization and activation across the marketing portfolio.


M7: What are some of your preferred channels of marketing Inmar Intelligence’s products and services?
HP:
I’m not sure I have a preferred channel for marketing. I like when we are experimenting and trying new things. We recently bought a sponsorship with a key publication to own ALL their ‘Breaking News’ emails. Every other day there has been Breaking News with Inmar right there front and center. We also have been utilizing quick proprietary surveys that allow us to collect data within 24 hours that we connect with key reporters to keep Inmar in the news. We use the data in thought leadership, press releases, and social media. The beauty of proprietary data is its capability to garner earned media over long periods of time.


We use the data in thought leadership, press releases, and social media. The beauty of proprietary data is its capability to garner earned media over long periods of time



M7: According to you, what are the biggest challenges in corporate and consumer marketing domains in the Covid-19 era?
HP:
The biggest challenges are the need for speed and the ability to constantly pivot. We are living in a very dynamic time that requires being nimble and able to change gears quickly and get materials updated and out the door with utmost speed.


M7: What is your marketing mantra?
HP:
Ah, that’s easy: “Be your own best BS meter.”  Would you read the ad? Would you engage with the social post? Would you click through to learn more?  If the answer is a no, it’s back to the drawing board.

ABOUT INMAR INTELLIGENCE

Inmar Intelligence is a leading data and tech-enabled services company. $120 billion dollars of commerce runs through their market-driven platforms which are propelling digital transformation through unified data, workflows and fund flows to help leading Fortune 5000 companies, emerging brands and health systems drive innovation. Throughout their 41-year history, they have served retailers, manufacturers, pharmacies, health systems, government and employers as their trusted intermediary in helping them redefine success.

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Inmar Intelligence

Inmar Intelligence is a leading data and tech-enabled services company. $120 billion dollars of commerce runs through their market-driven platforms which are propelling digital transformation through unified data, workflows and fund flows to help leading Fortune 5000 companies, emerging brands and h...

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