Teem Insights is a way for key stakeholders at Teemo to share their feedback and insights with the rest of the world. 


Communication the Value of Performance Marketing

Richard

For Teem Insights, I’m here with Clémence German. Clémence is the marketing manager for France at Teemo. Can you tell me a little bit about what it’s like working in an international company?

 

Clémence

So, it’s really interesting – I wasn’t born in the US, but I moved there when I was pretty young. I lived there for a few years and then I studied abroad a lot and I worked abroad as well. My whole career, I have always been really interested in working at an international company. What I love the most I think is actually being able to speak English, which isn’t always something that we do here in France at 100% French companies. It’s great to have contact with people abroad. They have different perspectives on the market, and on the product. I think what’s great in the US is that, in terms of location-based marketing, it’s a much more advanced market with huge competitors. That helps me figure out what’s going on there and how we can apply it to the French market, which is a little bit less mature.

 

Richard

Okay. That’s awesome. It sounds like you’re using both markets and the advantages of each to help influence your decisions. That is very interesting. I want to talk a little bit about communication and as we both know, the role of marketing at its core is communicating an idea or getting across some sort of message. Performance marketing, display, digital marketing, location-based marketing can be confusing at times. What do you find is really difficult to communicate about our industry or our company?

 

Clémence

For me there are several aspects to it. First of all, everything that goes with location based marketing or any type of targeted marketing is very under known. Consumers don’t really understand how it works and what’s going on. A lot of people see it as they’re being tracked. People are looking at what they do and it has a very negative impact. And so, I think that’s the most difficult thing for us, especially working with location data.

We need to show that what we’re doing is not a bad thing, how people sometimes picture it. We’re working a lot with the privacy issues, GDPR in France, and the CCPA in the US. It’s something that’s important for us. I think the core of our communication informing consumers how things work and what we do for them to be less afraid. People are afraid of things they don’t know and don’t understand.

 

Richard

That makes a lot of sense. So a lot of times we are doing some damage control on people’s negative sentiments around location based advertising.

 

Clémence

Exactly. And around preconceived ideas of what we do and how we collect our data. It’s our job to inform them and to show them that we do collect our data properly and we respect all the laws. And we do our best to be consumer friendly and to be sure that everything is ethical.

 

Richard

Yeah, makes total sense. Transparency is so important.

 

Clémence

Yes.

 

The Competitive Landscape

Richard

So, I want to ask about the competitive landscape. Having worked in performance marketing and location-based marketing at Teemo, are there any companies out there that are doing cool things?

 

Clémence

Yes, I think it’s a very big question because there are so many companies out there doing amazing things. If you at Google, they’re constantly innovating in this area. Especially now with the growth of local data, Amazon, Google and the other big players are starting to take hold. It’s really interesting to see everything that we can do with the data and how we can use it for marketing good.

 

Richard

I totally agree. Some of the biggest players in the industry are those companies that have already established a presence in digital marketing like you mentioned.

 

Clémence

Yup.

 

Richard

Yeah, so they’re taking advantage of this segment. But what’s exciting is that we’re a company that really specializes in this particular thing. So I think that that differentiates us.

 

Clémence

Exactly. And there are a lot of others, smaller startups that innovating incredibly and working on so many new things.

 

Adapting in a High-Growth Environment

Especially with the all the privacy concerns and all the new laws, we’ve had to adapt. I think the most important thing is to be informed of everything and to understand all the evolutions of the industry.

Richard

For sure. So Teemo is a startup. We move fast. We adapt. How has your role had to adapt as Teemo’s go-to-market strategy has changed?

 

Clémence

I’m always adapting. Indeed, we change a lot here at Teemo, in terms of product, in terms of processes, like any other startup. Especially with the all the privacy concerns and all the new laws, we’ve had to adapt. I think the most important thing is to be informed of everything and to understand all the evolutions of the industry. Which then changes how we talk or pitch our value to adapt to all these changes. I think it’s key to stay informed on everything and make sure that we’re not missing anything.

 

Richard

Yeah, I agree. I want to talk to you about marketing trends and the future of performance or location-based marketing. Can you talk me through some exciting trends that you’re seeing in the industry?

 

Clémence

I think there’s a huge trend now around greater privacy. It’s not even exclusive to performance marketing. I think in every industry, there’s a growing concern among consumers for ethical, respectful privacy practices. And I think that’s really interesting. It’s great for everyone to see all these companies working together and figuring out ways to offer products and services that will really benefit the consumer. And that’s what we’re doing at Teemo. That’s what a lot of other companies are doing as well, is working on having a product that is good for consumers and also good for the industry as a whole.

 

Richard

Yeah, I agree. It’s a really interesting trend. So, one final question: what’s one thing that you want people to know about you or about what you do at Teemo?

 

Clémence

So, something really funny that happens with the teams often is that we’ll be working on something or someone will be asking a question. They’ll say, “oh how can we do this? How can do that? We should ask the person that we’ve externalized for the website for any types of graphics.” And then I’m always like, “we don’t externalize it. I’m the one who does it.” So, whether it’s working on WordPress, fixing copy issues, or designing things in Photoshop, I’m handling it all. People don’t always understand everything that I do because my scope is so large.


Clemence German, performance marketing manager

Clémence is Teemo’s Marketing and Communication manager. She’s been working at Teemo for a year and a half, with the goal of developing the company’s brand and notoriety in the French market. Connect with her on LinkedIn.