WellesleyWeston Magazine

SPRING 2015

Launched in 2005, WellesleyWeston Magazine is a quarterly publication tailored to Wellesley and Weston residents and edited to enrich the experience of living in two of Massachusetts' most desirable communities.

Issue link: http://wellesleywestonmagazine.epubxp.com/i/460705

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184 W e l l e s l e y W e s t o n M a g a z i n e | s p r i n g 2 0 1 5 at a combined age of more than 100, Lisa Leslie Henderson and Larry Weber are often among the oldest people in the room – and when it comes to digital marketing, the savviest. "It's like 'Wow, you're in your 50s, and you know something about this!'" Henderson, 52, says of the reaction of audiences half her age. "I love to disarm them and surprise them." Pinterest, Instagram, and Twitter are just a sampling of the tools for tackling work they've been doing all their careers – in Weber's case, shaping corporate media strategies, and in Henderson's, connecting disparate business and professional worlds. The pair collaborated on the new handbook The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric (Wiley, 2014). "I noticed that people were just writing books on pieces of digital marketing, such as search engines, content, or marketing automation," says Weber, 59. "No one had stepped back and looked back at a complete landscape." That landscape is vast and constantly changing. They had just six months to write the book – which seems ridiculous, but makes sense when you consider the sell-by date on all things technological. Each chapter is followed by listings of publications and Web links for readers to drill deeper. "I just think of Dr. Seuss's Oh, The Places You'll Go," Weber says. "You can end up going to 200 different planets and then come back to the main Digital Marketer planet." Behind the book are several fundamental precepts. First, marketing requires integrating multiple tools to identify, engage, win, and retain customers. The tools vary not only with the C O U R T E S Y O F W I L E Y library reading belles-lettres literature bestsellers media authors The Digital Marketer S T E V E M A A S writer books

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