Q&A with GoDaddy’s Suzanne Mitchell: Marketing through the pandemic
GoDaddy’s marketing director Suzanne Mitchell believes consumer behaviour will be forever changed by COVID-19.
She speaks to Mumbrella’s Vivienne Kelly about evolving the brand’s creative, staying connected with customers during the pandemic, and the brand’s work with Home & Away legend Ray Meagher.
INTERVIEW:
Suzanne Mitchell, marketing director, GoDaddy (SM)
Vivienne Kelly, editor, Mumbrella (VK)
VK: When you were planning your marketing activities for GoDaddy for 2020 and what you wanted to achieve and what you wanted consumers to know about your brand, you would never have predicted that we’d be in this situation – so how has the lockdown and the economic factors associated with that changed your view of success in 2020, and changed how you’re operating?
SM: I think there’s two things that come to mind there. The first is really from a creative perspective, our brand and our business has always been and will always be focused on empowering entrepreneurs, so small business owners or people with ideas to get them online.
So, that ethos and that philosophy has always been there. We have programs where we tell customer stories to inspire others and to help drive their businesses. And what we’ve found when the coronavirus, or COVID-19, hit, was we just leant into that in a deeper way, and had a lot more emphasis on that within our programs, because really as a business, we wanted to support our customers at that time.
