On October 7, Tech Talks Business hosted Jean Marie Richardson, MGT '02, founder and CEO of iFOLIO. She sat down with Scheller College Dean Mehrotra to share insights on digital marketing, AI, and leadership in the rapidly evolving marketing landscape. Richardson, who founded her company in 2016 after a 15 year career at Oracle, Microsoft, and Mastercard, announced an office expansion at the Salesforce Tower, and offered her perspectives on industry trends and the importance of adaptability in the face of technological change.
iFOLIO specializes in personalized digital marketing, sales enablement, and analytics. It has expanded to serve over 5,000 clients across industries, including major sports franchises like the Texas Rangers and the MLB league, universities like Notre Dame, Northeastern and Georgia Tech, entertainment venues like Madison Square Garden, and titans like G.E. Its goal is to "connect, engage, and convert" through advanced content enablement, personalization, and analytics. iFOLIO has three patents on analytics and has won 18 awards for innovation, including Atlanta Business Chronicle Top 50 on Fire.
One key trend Richardson sees is the shift towards personalized digital content. She emphasized that while mass media dominated the past, the future lies in delivering tailored content directly to individuals based on their preferences and behaviors. This transformation is driven by advancements in technology and changes in consumer expectations.
"We're moving from a world where everyone saw the same 30-second television commercial to one where content is customized and pushed directly to you," she explained. “iFOLIO has proven that personalization is effective. Where industry average open rates are 20 percent, with personalization we see 70 percent. Where industry average engagement is 10 seconds, with dynamic content we see 6.5 minutes.” This shift has significant implications for marketers and content creators across industries.
Richardson expressed optimism about the potential of AI while tempering expectations about its immediate impact. She noted that while AI has existed for some time, its recent prominence in public discussions now drives innovations and applications. However, she cautioned that AI still has limitations and should be used judiciously.
A significant portion of the talk focused on the critical role of user experience in technology adoption. Richardson stressed that even the most powerful features are only useful if they're simple for the average user to utilize effectively. "It can be as easy as building PowerPoint presentations to build digital content. And it should be," she stated, challenging the industry to prioritize usability alongside functionality.
From personal experience, Richardson shared insights on leadership and resilience in the tech industry. She emphasized the importance of maintaining a vision for both short-term and long-term goals, adapting to changing circumstances, and making tough decisions under pressure.
She also touched on the significance of community and giving back, particularly in the context of university alumni networks. She encouraged students and professionals to consider their legacy and how they can contribute to future generations in the tech industry.
As the tech landscape continues to evolve rapidly, the insights shared by Richardson underscored the importance of staying ahead of trends, prioritizing user experience, and maintaining a resilient and visionary approach to leadership.
Watch the full event in the video below.
