Michael Schinelli Answers Key Questions About Curating the Digital Customer Journey

This October at Converge 2015, our focus is to bring the best and brightest together to revolutionize higher education. In this series of blog posts, Content Marketing Intern, Mikayla Wilson, asks our speakers key questions. Read on to find out more about our passionate speakers and the importance of their topics.

Name: Michael Schinelli

Institution: UNC Kenan-Flagler Business School

Session: Curating the Digital Customer Journey

Date & Time: Wednesday, October 21 | 4:00-5:00PM

Summary: The only thing evolving faster than technology today is consumer behavior. And the two have become inseparable. This “digital revolution” has forever shifted the balance of power between customers and brands. Michael Schinelli will share marketing examples, strategies and insights for managing the ever-changing expectations of an increasingly connected and digital audience.

MW: Tell us more about yourself.

MS: Since transitioning six years ago from Macy’s Inc. to higher education, my focus has been on leading change through strategy, design and innovation. While any organization can benefit from looking outside its sector for translatable best practices, I think long-term success comes not only from studying what leading organizations have done well in the past, but what they are trying to solve for tomorrow. As CMO for UNC Kenan-Flagler Business School, my role is to see around the corner so we can position our school for success in that new environment – an environment marked by disruption and opportunities.

MW: What is new and next in social media?

MS: Personalization, data (big and small) and the mobile web are poised to transform how brands and customers interact. Investing thought and resources into these areas will be key to helping brands create a connected experience in a fragmented, omni-channel journey. Prospective students, like any customers, appreciate well-organized, clear and relevant information. Through analytics, CRM, responsive design and apps, we can curate the best possible journey for them.

MW: What challenges have you seen in higher education in inbound marketing?

MS: Brands that are still solely focused on communication, which showcases their products and services, are not long for this world. Higher education is no exception. The challenge is that higher education can be slow to adapt and is typically siloed from an organizational leadership point of view. That scenario can cloud the view of the horizon. Universities now compete with organizations like the Red Cross for alumni dollars and with YouTube for prospective students’ attention. How well higher education brands tell their stories and engage target audiences plays a key role in their success.

MW: What are you most excited about for Converge 2015?

MS: I am looking forward to meeting with all my peers and discovering innovative technologies and practices in higher education.

MW: Attend Converge 2015 to hear Michael and many other great speakers. We hope to see you there!