THERE SHOULD BE NO GAP BETWEEN WHAT THE BRAND IS SAYING AND WHAT THE BRAND IS REALLY DOING DAY AFTER DAY
Giuseppe Caltabiano VP of Marketing AVK
“ Marketers need marketers – we cannot stay alone,” Giuseppe says of the initiative.“ There is no way for us to do what we do solo. But that’ s exactly what I realised when I joined AVK. There were no clubs, no association, no opportunities for us to meet across the industry. So I combined forces with a few other people. We wanted to create an environment where we could share best practices and educate marketers – because marketing was not really considered a high-level function in these spaces until a couple of years ago.”
And having this community in place is even more important in an industry seeing so much change.“ Marketing is slowly taking a much more important role within the industry,” Giuseppe says.“ Considering that the industry is booming, there are so many investments and companies are hiring, I think this is a really interesting environment for marketers.
We have the possibility to hire people, we have the possibility to hire new functions, we have the possibility to focus on what is really important for marketing – like brand awareness and creativity.”
Marketing teams who understand how to build positive brand awareness are needed now more than ever, Giuseppe says.
“ We are at a crossroads,” he says.“ This is a moment where we really need to influence the story we are telling. We’ re seeing more and more scrutiny from mainstream media and the general public in terms of power, water consumption and the environmental footprint – which really were not visible in terms of our public narrative until a few years ago. I think the role of marketing today is becoming central within the data centre industry for a simple reason: because we are the only ones who can tell its story.”
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