This is a great insight into breaking into gaming, focusing on marketing that was recently carried on our sister site, www.ea.com.
Over to Lucian Tucker for this interview:
Recently, I’ve been seeing advertisements for EA games all over the internet. It’s almost as if the web sites know I’m a gamer. Well, they probably do. They know, for example, that I just searched for Battlefield: Bad Company 2. So if my interviewee Kate Cochran did her job correctly, Google and Bing are going to then show me banners for the game linking to the EA Store. And maybe I don’t click on the EA Store banner but instead go to some other web site–there is still a chance I’ll see another EA advertisement for Bad Company 2.
As a Marketing Specialist however, Kate does more than make sure banners show up on Google. I’m not exactly sure why they call it “Specialist” though. Shouldn’t everyone who focuses on marketing at EA be a specialist?
What’s your name and job title?
Kate Cochran, Marketing Specialist.
What do you do as a Marketing Specialist?
Basically, I’m tasked with acquiring new customers for EA.com and the EA Store for North America, using paid marketing programs.
What kind of paid marketing techniques do you use?
Right now, we’re using paid search on sites like Google, Yahoo, and Bing. We’re also using display banners and shopping engines like PriceGrabber and Google Shopping. We also recently launched an affiliate program and we’re also starting to get our feet wet in social networking.
So, I’ve been seeing a lot of EA Store banners on sites like IGN.com and other non-gaming sites. Are you part of that too?
Yes! There’s a lot of really cool advertising technology out there, like behavioral targeting, which can serve an ad to the type of consumer we’re looking to target. So if we’re running a promotion around, say Mass Effect 2, and someone searches for that title, they will be served that ad, since we already know they are interested Mass Effect 2.
Oh. I have a question about that. Some people might think it’s an invasion of their privacy for someone to be able to target them based on their online behavior. What are your thoughts on that?
That’s a tough question. I can see it being an invasion of privacy when say you’re gaming and they serve you an ad in the middle of the game that may ruin the gaming experience. I think some pop up ads can also be really disruptive, especially when they take up the entire web page and the close button is so small and hard to find. But other display banners that aren’t that intrusive don’t really bother me.
I think there’s always going to be a small audience that will be annoyed with advertising, as long as it doesn’t offend the majority, then I think it’s okay.
Ever see Minority Report with Tom Cruise?
It’s been a really long time, and the one scene I remember is when he’s strapped to the chair and they tape his eye lids open. It’s kind of a hard scene for me to stomach. It reminds me of when I go to get my eyes checked [Laughter].
The part I remember is when Tom Cruise goes into a clothing store, and the store could somehow read his eyes and serve advertisements just for him. That makes me excited for the future. I like the idea of ads tailored to me instead of getting ads for things I don’t care about.
I completely agree with you. It’s amazing how much advertising has changed over the last ten years. Big brands are spending more of their advertising dollars online rather than on TV, radio, magazines, and newspapers. They want to be where the consumer is, which is online.
And now big brands can make their advertising dollars work harder and go farther by targeting ads and search to be more relevant. DVR/TIVO has really changed the TV landscape as well as consumers now being able to watch full TV shows and movies online, with limited to no commercials
Did you study marketing in college?
I actually studied advertising. It really interested me, since it was more about people’s behaviors and how they consumed media.
It seems like a lot of what you learned in college applies to what you’re doing at EA now right? I know a lot of people never use what they actually get a degree in.
It really does. When I first graduated college, I worked in high-tech PR (public relations) and Analyst Relations. I liked PR, but I always was looking to have a career in marketing and advertising, so the job at EA is a perfect fit for me.
So after college you only had one other job besides EA?
Yes! But while I was in college, I worked at my college newspaper. I created ads as well as did advertising sales. I initially wanted to be a graphic designer, but realized it wasn’t for me.
I really liked designing ads, but realized I couldn’t be as creative as I wanted because the client always told you exactly what they wanted, even if it visually wasn’t appealing. So now I leave art to just being a hobby.
You draw and do graphic design fairly often at home then?
I try to draw or paint when I can. I also like to knit–yes, I’m an 80 year old woman–and read.
The programs change so quickly with graphic design, so I try to use them when I can so I can still stay up-to-date with how to use them.
Yes I know! You get Photoshop, and just when you get comfortable you start hearing about a new one coming out.
I know! I really need to take a refresher course.
So, what drove you to EA? Was it the job description, or were you particularly interested in working in EA as a company?
EA is such a well known, innovative brand. I was looking to work more in the consumer space rather than in high-tech, and I also wanted to get back into marketing and advertising. When I was hired on, I was given the opportunity to work in all the different groups within the EA.com and EA Store team and figure out what area I specifically wanted to focus on, and that is now acquisition marketing.
And how long have you been here?
It was a year last Sunday. Time flies!
Congrats! Do you play games at all?
I am actually addicted to Pogo! I play it a couple nights a week while I’m watching TV. I’m more of the casual gamer and I love solitaire, hearts, bingo, and things like that.
What about Nintendo Wii and DS, and X360
My roommate has the Wii and 360. He plays on a regular basis and I’ve played with him a couple of times. I actually really want to try out the EA Sports Active, since I’ve heard so many great things about it. I’m also really good at Wii bowling and I get spares and strikes every time!
Ah, I remember playing that in college. Fun times…
Really fun!
Where do you see yourself 10 years from now in terms of your career?
EA is a great place to work, so I’ll be here for a long time! Ideally, I would still like to be in marketing, maybe eventually down the line, do marketing for a specific title.
Video games are changing so quickly, so it will be interesting to see where it will be in 10 years.
What’s a typical day like for you?
My typical day is a bit crazy, which I like! We’re constantly working closely with our agencies and internal people at EA to launch our different paid marketing campaigns and also spending time looking at data to see if our promotions were successful, so we can use that data when brainstorming future promotions.
Do you get to think of ideas for promotions?
I do! We meet on a weekly basis to brainstorm new ideas around game launches, holidays and seasons. I also help write the copy for the banners. It’s a fun part of my job.
Do you have any advice for someone who wants to be a Marketing Specialist?
I would advise anyone looking to get into marketing, to first work at an agency, whether it’s a PR, Advertising, or Search agency. I think it really gave me the skills to be detail oriented, learn the importance of deadlines, and learn the in’s and out’s of how specific marketing function work.
Gotcha. And any last thoughts?
Keep gaming, whether it’s an EA titles or someone else’s.
But preferably EA…
[Laughter] Of course!
Alright. Thanks for doing this. I really wasn’t sure what you did until just now, even though we work in the same group.
I know–our group keeps expanding.
Interview bu Lucian Tucker.
© 2010 Electronic Arts Inc. All rights reserved. All trademarks are the property of their respective owners
Kate sounds a star. How cool it is to see a successful woman in a traditionally male industry. You go girl!
Nice interview with Kate.
Not just a pretty face
Hey Jenny. There are lots of successful women in gaming nowadays. The old image of the traditional male, bedroom programmer is past us. That’s not to say that we want to attract even more women, that’s the goal of the recruitment team. To attract the best talent, the most creative, dedicated, fun workforce to EA
Perhaps we can persuade you to work with us
I got a lot from this. Shame this was not a video interview. Also going to take a look at the EA Online store today thanks to Katie
Thanks Kate and Lucian,
Nice interview and good insight to behind the scenes.
Very nice interview.
I was blown away at how well the EA Store remarketing was working. Awesome in both execution and style. The store homepage looks great as well.
Keep up the excellent work.
Joe
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Bing is logo most likely cost them a handsome level of cash but soon after the many hundreds that they quite possibly spent maybe th is could are actually created by a college child in h is breaktime on Microsoft is quite personal phrase.
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David I know what you mean dude. Oh how instances and tastes have transformed ;D
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Enjoy the breakdowns, and soon it will be a new year for new manufacturers.
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Have you ever thought about adding a little bit more than just your thoughts? I mean, what you say is important and everything. But its got no punch, no pop! Maybe if you added a pic or two, a video? You could have such a more powerful blog if you let people SEE what youre talking about instead of just reading it.
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I’m sorry, AOL won’t resinate with me as an identification what so ever.What are they making an attempt to obtain throughout? What is a new audience they may be trying to create? As you evaluate it, what do you feel?I see a hell of a great deal of unplugged ethernet cables puking throughout my keep track of.I consider you meant to make use of the same description for each the 8 worst and also the amount 1 new id
I spy with my little eye, something starting with D
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i may not agree with everything that is l isted since the greatest and worst logos?-but i sure loved reading through about them and i really like the back and forth d iscussions regarding the l ists. it will be wonderful to view some passion inside the style neighborhood!
Th is is notApril initial, is it?
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Do notforget Union Financial institution as a person in the worst redesigns.
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The shitstorm about who designed the MSN logo made my day, why would any person even would like to own up to that horrible turd.
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Amongst me and my husband we??? ve owned more MP3 gamers through the years than I can count, such as Sansas, iRivers, iPods (basic & touch), the Ibiza Rhapsody, etc. But, the last very few years I’ve settled down to a person line of gamers. Why? Since I was joyful to d iscover how well-designed and pleasurable to use the underappreciated (and widely mocked) Zunes are.
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Point received and well taken, when I disagree it’s not a reason to argue. No problem at all.
I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)
How did you make a site look this cool. Email me if you want and share your wisdom. I’d be appreciative.
Le streaming (de l’anglais stream, « courant »), lecture en flux ou lecture en continu, aussi appelé lecture directe, lecture en transit, diffusion en mode …
Can’t wait to get this! I can feel a sick day coming so I can stay home from school and blow my day playing this.
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When are you going to post again? You really inform me!
Wow this game looks da bomb. How is a kid supposed to get any work done with all-knowing distractions like this?!?!