Chris Kubbernus, also known as Chris Kubby, is the Founder and CEO of Kubb&co – a digital marketing agency based in Copenhagen. Chris, originally from Canada, is an expert when it comes to helping brands become bigger, better and more effective. He’s worked with both start-ups and large corporations on digital strategy and social media – he teaches others how to take their marketing (and their businesses) to new heights, including working with large brands like Coloplast, Carlsberg, Burger King, and HP.
We caught up with Chris last week to get some clues on what he’ll be covering at the dotmailer Summit, and to get a closer look into the mind of one of the top marketing influencers of our time. The chat we had with him was full of knowledge, inspiration and humor – his talk at the dotdigital Summit 2018 is not to be missed!
1. What is or has been your biggest influence?
My biggest influence has been my mother and father. They instilled in me a massive work ethic, which drives me. I love my work and that’s a big reason for my success.
I would also say I am influenced heavily by marketers of the past. People who paved the path, people like Seth Godin, Gary Vaynerchuk, David Ogilvy and others.
2. What will you be bringing to the dotmailer Summit? Is there anything that the audience will definitely be walking away with?
My goal is to give the audience a renewed sense of purpose and energy. I think we’re in the best time ever to be a marketer and we should be embracing this and go big or go home.
They will be walking away with some practical advice and tactics they can implement the very next day to help take their marketing to the next level.
3. What role does email automation play in relation to your social media strategy?
Email and email marketing automation can be a great way to recap all the amazing things that a brand is doing in social or other places. I use email as a way to collect everything I do and to help my subscribers pick and choose the stuff they want to engage with.
With simple trigger flows and a collection of content tools, I am able to streamline my marketing program significantly.
4. What is the biggest thing marketers should be looking at in 2018?
Video and voice seem to be at the top of people’s minds. But I think AI is really gaining steam.
5. Where is social media heading?
Social media is heading into the awkward teenager phase of its life. Its trying to find its space in the marketing and life household. Its being asked to be more responsible, we see this recently with Facebook, Cambridge Analytica and the recent US election.
Twitter is also being asked to step up and be responsible for how people use the platform. I think this will be good for consumers, businesses, and people.
They can’t continue making profits like a media company and claim no responsibility for the media they allow.
I think the result will be more expensive advertising, because the overhead will be too much for these platforms and then we will see less “mom and pop” advertising and more big brands, and more focus on organic content and community building.
6. What role do you think social media will play in your kids’ lives?
I hope not that much. I know I sound a bit antagonistic, but I do love social media and the opportunities for brands. But I am very aware of the negative effects of social media on people.
I think everyone needs to have that healthy dose of scepticism in them in order to safeguard their behaviour and the mental health of their loved-ones.
It will be a large part of their life, but I want it to be a tool they use and use only when needed and not a distraction from reality.
7. Everyone is competing for attention on social media – what are your top three hacks or tricks that marketers should be doing to make themselves heard?
You need to change your mindset. That’s the hack. You need to think like a consumer and not like a brand. You need to understand what excites, inspires, teaches, provokes, disgusts, taunts, your community. And I say community because you need to think of them as a part of your brand, a part of your story. If you can do that and involve people in your marketing and social media, then you’ll win.
Those who don’t do this will continue to live in the marketing era of television – before every. single. person. on the planet had a voice and a platform.
8. What is your favorite social medium?
Right now, Twitter. Weird right? There’s a resurgence on Twitter at the moment and it’s a lot of fun.
9. What is the secret to advertising in 2018?
Self-awareness. People see right through advertising. So if you can be self-aware like the recent Tide Super Bowl ads, or the Heavy Bubbles ads a couple of years ago, then you can get people to let their guard down long enough for you to talk honestly about your products.
The other thing I would say is advertising is less and less about setting an agenda or “nudging” as we call it in the industry, but more about tapping into an already growing cultural storm and riding the wave.
Thank you, Chris – we’re looking forward to welcoming you on stage on April 19 at the dotmailer Summit 2018. We’re in no doubt that you’re going inspire us to be the best marketers we can be.
See you there!