Katrina McCarter is Founder and author of Marketing to Mums. She is a marketing strategist who specialises in helping businesses sell more to Australia's most powerful consumer, mums. An award-winning businesswoman and mother of three, Katrina has more than fifteen years sales and marketing experience working across diverse industries including grocery, hardware and online.
1. What are you loving most about teaching Digital Marketing for ADMA IQ
I love meeting the students and watching them grow in confidence over the two days. I have great respect for people willing to prioritise and invest in their own professional development and the Digital Marketing Essentials or Certificate course is perfect for professionals wanting understand or refresh their knowledge on the ever-changing digital landscape.
2. Why are you considered a subject matter expert in digital?
I’ve got 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. My digital journey started seven years ago with my previous business, an online shopping website for mums, which I grew to a community of 150,000 Mums before selling in 2016. I now focus on my marketing and research consultancy, Marketing to Mums, where I specialise in helping brands sell more effectively to the world’s most powerful consumer, Mums. Given that mothers in this country control $132 billion in consumer spending every year, it makes them a very attractive audience for many brands. I am known for creating growth strategies utilising digital to grow their sales and profit.
I am also the author of best-selling business book, Marketing to Mums, which focuses on Mums buyer behaviours (mostly digital) and I speak internationally on this subject. Later this year I’m travelling to Paris and New York to share my research on Australian mothers.
3. How do you apply your experience and real-world examples to assist your students through the curriculum?
Showing how a digital tool can be used is an important part of the learning process. I’ve had the opportunity to work with more than one hundred brands and I frequently show my students how a particular digital technique was used and what result it yielded. I find this really brings the power of the digital technique to life.
4. What digital activity are you most proud of initiating at Marketing for Mums?
I am particularly proud of my ground-breaking research into Australian mothers. I have surveyed more than 1800 Australian Mums about their social media habits and how they want to be communicated with. This information is particularly useful for brands in formulating their Marketing Strategy and selecting appropriate digital platforms and tactics. Following this research, I’ve formulated an 8 Step framework which I call the ‘8 Pillars of Success’ which assists brands develop their digital strategy. I am very proud to have partnered with ADMA to bring this course to life. The one-day Marketing to Mums course is available as an in-house training program for ADMA members and their marketing teams.
5. What do you enjoy most about digital marketing?
Digital marketing allows me to apply my creativity in solving complex problems. There are so many tools available which are constantly changing and evolving which satisfies my love of learning new things. I love that many digital tools allow you to gain a deep understanding of your customer (and prospective customers) and to grow relationships.
6. In the next 5 years, what skills will be most relevant for marketers?
Marketing has been transformed by a digital revolution. There’s an ever-increasing choice of tools available to marketers, and these are constantly evolving. I believe this requires marketers to be incredibly strategic in their approach to communicating the customer value proposition for brands. Success will come from empathy and deeply understanding their customer by identifying the most appropriate platforms and messaging to inform that customer. I am a data-driven marketer who uses primary and secondary research to guide my strategy and define the marketing mix for brands. Understanding your customer and what resonates, communicating it effectively with the right digital platform, and authentically engaging with them will build a true and lasting partnership with your target audience.
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