Celebrating Women's History Month: Meet Kristin Lanphier
Recent studies have made it clear that digital industry has a gender disparity problem. Men make up an overwhelming 60-70% of employees at giants like Google, Facebook and Yahoo, with few women, if any, in executive positions. With women across the globe earning 77% of what their male counterparts earn, it’s evident that gender discrimination and inequality in the workplace is real, and needs to be “disrupted” (to use one of those wonderful buzzwords you hear in marketing.)
With this in mind, and to celebrate Women’s History Month, we’d like to introduce you to some of the women at Signet who are expanding the role of women in marketing, digital technology, and entrepreneurship. Kristin Lanphier is one of the founders of Signet Interactive, as the director of operations for all things in the organization. She helps with brand strategy for new clients and performs ongoing client audits to ensure goals are being met and identifying new services Signet can provide.
Chris Becker: In this industry, teamwork is critical to success. How do you create and manage an effective team?
Kristin Lanphier: Everybody who works in marketing and advertising is kind of a weird duck. You have to be a little bit “off” to be honest. [laughs] But you also have to be very passionate about something. It’s important to look at individual talent and understand how they see things in a different way or have creative ideas that others might not have. Different and unique skill sets are required to really make something meaningful and produce results.
Oftentimes, when people segregate and stay independent, I feel the work product isn’t as good as when they collaborate. Signet is a very collaborative environment, and we make sure each team member knows they can speak up and offer an opinion. Otherwise, great ideas can’t get out of the gate.
Where is digital marketing headed this year and further into the future?
Understanding the multiple types of audiences on different types of mobile devices and developing campaigns for those devices is going to be huge. There’s a lot more mobile browsing, and more ways to serve your ads to people. There’s a lot of buzz around video. When done really well, video can have a big impact.
Understanding the attention span of new generations, and how some things are becoming white noise to them because they are served one type of information so often, is also important. Knowing how technology is impacting the next generation of buyers, and having a very interconnected campaign that works between Facebook, LinkedIn, a site promotion and an ad is and will continue to be critical.
It’s Women’s History Month. Growing up, who were some of the women you looked to for inspiration or role modeling?
My mom. She has taught me so much professionally and personally. We were a military family, and because we moved around so much, she was only able to obtain an associate’s degree, and didn’t enter the workforce until her mid-30s. She started as a phone rep for a credit card company, and is now the vice president of outside sales. It’s incredible to see how far she has come.