Title: Senior director-integrated marketing
Company: Motorola Solutions
Time in current job: 18 months
Belinda Hudmon, senior director of integrated marketing at Motorola Solutions, is using an array of digital channels, from mobile to social to search, to tell the company's story.
“What we continue to look at is, what is the experience of the audience—customers, employees and partners—with Motorola Solutions from a digital perspective, and optimize that going forward,” Hudmon said.
One of the biggest areas of digital growth for the company this year is mobile, Hudmon said, pointing to a doubling of mobile data traffic and a tripling of the tablet audience in the past year.
In January 2011, when Motorola Solutions split off from Motorola Inc. to focus on enterprise and government sectors, it launched a limited mobile presence with a handful of mobile-enabled websites. This year, that effort has grown to 16 sites in 11 languages, with new applications for tablets and smartphones being rolled out.
“With tablets, people are spending more time browsing. So we want to make sure the experience we're serving in that environment allows people to find our content,” Hudmon said.
She has also led Motorola Solutions' expanded push into social this year, with a significant presence on Facebook, LinkedIn, Twitter and YouTube. “We continue to do more around content marketing, pushing out more information on those channels,” she said.
This year, Hudmon led the development of a North American thought leadership campaign called “Innovation Paradox,” examining the challenges businesses face in a down economy.
The campaign included a microsite, online ads, white papers, social media and email.
“We are placing content at the core—pushing it out through earned [social media] sites and driving people back to our owned [Motorola] sites through third-party advertising,” Hudmon said.
Search continues to play a big part for Motorola Solutions as well.
“Everything has an impact on search results,” Hudmon said. “We call it our digital bread and butter. It drives influence, perception and conversations.”