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Geoffrey Colon          

Head of Microsoft Advertising Brand Studio at Microsoft

Geoffrey Colon is the voice at the intersection of marketing, tech, and popular culture. Thinking is his commodity. DJ, data punk, podcaster and author, Geoffrey is a Communications Designer at Microsoft in Redmond, WA for Microsoft search advertising (Bing).

Colon has written for or been quoted in various publications and media outlets including Fast Company, The Huffington Post, The Guardian, Wall Street Journal, Billboard Magazine, Advertising Age, Digiday, Branding Strategy Insider, Entrepreneur and The Los Angeles Times. He has also appeared on Cheddar TV, NASDAQ Live, WABC-AM New York, BOOKSTR Talks and Marketplace on NPR. He is an avid speaker on the global marketing conference circuit. Disruptive Marketing is his first book.

Geoffrey is producer/host of the video series "The Disruptive Marketer" and podcast "Disruptive FM." He blogs regularly on Branding Strategy Insider. He also contributes original thought leadership to LinkedIn, Medium and the Bing Ads blog.

Prior to joining Microsoft in 2013, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City.

Colon has spent 20 years in various marketing capacities working for and with several of the most influential brands including Red Bull, Spotify, Netflix, American Express, The Economist, Coca-Cola, IBM, WWE and Food Network. He spent a few years in the New York City tech startup world and several years in the music industry as DJ Geoffe where he released over a dozen commercially available house music compilations. He has also worked with several high profile musical artists including Britney Spears, Christina Aguilera, The White Stripes and Moby.

He is a 1994 graduate of Lehigh University with a Bachelor of Arts degree in Journalism and Mass Communications.

Geoffrey resides in Kirkland, WA with his wife and two daughters after spending over two decades in Brooklyn, NY and Maplewood, NJ. He invites his readers to converse in real time with him on Twitter, LinkedIn, Snapchat, Tumblr, Instagram, SoundCloud, YouTube and many more emerging communication platforms.

Speech Topics


Disruptive Marketing

Today we know that marketing is as much of a science as it is an art. That we have to use both our left and right brains to be successful. When we are trying to become physically fit in this day and age, we have the advantage of using wearable devices and analytics to help us keep track of our progress. The same is now true in the majority of marketing. We should all realize by now that in the world of offline and online, tiny screens and “read, write, remix” communications that nothing happens by chance. Every GIF, Vine, video or search and social ‘sponsored’ ad that we see is most likely the result of a DESIGNED, DELIBERATE and DISCIPLINED marketing strategy in an organic feeling world.

Modern communication forces Fortune 500 companies, C-Suite execs, entrepreneurs, small businesses and startups with little to no resources to adopt the technology, the platforms and behavior of its customers in order to feel like a partner, an ally, a friend. Customers have the upper hand and will always move faster than businesses who are mired in decisions by committee, lack or resources or where to allocate resources for biggest business impact.

In this discussion, Pay-Per-Click specialist and social data expert Geoff Colon of Microsoft will present how to best approach your content marketing strategy:

How do you find your core group of early adopters who will be your most loyal customers?

How do you use analytics as a core part of your planning and results measurement strategy?

While content may be king, distribution is queen and guess what piece yields more power on the chess board? When and where do you invest in search engine marketing and paid social ads to help with conversion rate optimization?

Real decisions are not made solely from the logical areas of your mind but the emotional areas rooted in biology and evolution. How are you using “sight, sound and motion” to connect with customers so they can ingest content in an emotionally resonant form that is most friendly to their learning/adoption style?

How to make your organization more disruptive while being more disciplined in your marketing approach whether you are a growth hacker or a CMO.

A World of Digital Nomads

Understand why owning everything on your digital properties and websites isn’t customer-centric or a best practice anymore.

Hack the rules to come up with innovative and creative marketing that drives more results.

Understand why branded content is an oxymoron and why it’s best to design your content like customers for better immersion.

Think about how people live and behave in the world and use it as the starting point of all modern marketing strategy--a total inversion from how marketing has been taught and executed for the last 50 years.

Future Shock: Marketing In An Era of Information Overload

Why ATTENTION and RELEVANCE are every company's Key Performance Indicators in the 21st Century and why tracking of engagement, ROI and other vanity metrics is meaningless.

News


Facebook Accused of Changing a Key Algorithm
Ogilvy New York Adds Two Senior Leaders
The Risks of Making Online Ads

Some big brands are getting a reminder of how thin the line is between edgy, buzzy ads and deeply offensive marketing. General Motors had to scrub a Chevy ad soundtrack of 1930s song lyrics loaded with Asian stereotypes. And an online Mountain Dew spot ignited a firestorm of criticism after it ran an ad suggesting black men are violent thugs. Parent company PepsiCo apologized and took it down. The neon green drink walks a tightrope trying to make ads that will break through the clutter to get young caffeine hounds guzzling. It’s a long way down when an ad misses and offends the masses, even for a brand that aims to be provocative.

“Mountain Dew is not the Gap. They’re not Ford. They’re not a sort of traditional mainstream brand,” says Wharton School marketing professor Jonah Berger, who is skeptical of Mountain Dew’s apology and ad removal, since it’s still widely available elsewhere online. “They get credit for it among the segment that they want to appeal to, while also telling other segments, oh, well, we have nothing to do with this.”

Even when advertisers aren’t intentionally trying to offend, it’s easy to go too far in the effort to stand out online.

“Sometimes people sort of try to extend the risk factor in order to get as many impressions on their message as possible,” says Geoffrey Colon, vice president of digital strategy at ad agency Ogilvy & Mather.

Agencies have to turn out web ads much faster to keep up with online trends.

“Digital agencies create content under much tighter deadlines,” explains Advertising Age reporter John McDermott.

There’s another potential risk with online video. Compared to television ads, fewer people may screen it before it goes out into the world.

“The TV station tends to screen television ads,” points out Avi Goldfarb, marketing professor at the University of Toronto.

But online videos go straight to the public via the company’s website, YouTube page and social media.

Is Content The New Currency?
Data, Technology and Creativity in Marketing: 10 Things We've Learned
Geoffrey Colon speaks with NASDAQ about Disruptive Marketing

Jill Malandrino, Markets Reporter, Voice of America - VOA : What Hackers & Data Punks Can Teach Us About Navigating the New Normal, with Author Geoffrey Colon

Voice Search Could Be Mainstream in Five Years
Three Things You Need To Know About Disruptive Marketing Now
Three Things You Need To Know About Disruptive Marketing Now
Curing the New Marketing Personality Disorder: Be More Human, Less Analytical

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