Erica Glotfelty
“Honesty allows you to take risks and do interesting things, especially when moving into larger-than-life spaces.”
Erica is a comprehensive Digital Strategist, blending technology with creativity to strategically position brands and achieve business goals. Her expertise in strategic planning and cross-functional collaboration enables her to deliver impactful marketing solutions tailored to the unique challenges of each client. She’s currently based in Washington, D.C. but is seemingly doing everything, everywhere, all at once.
What’s a brand out there doing it right?
I've worked in out-of-home advertising for a long time. Billboards, buses, bus shelters, wall murals, that kind of thing … and I always think about Oatly, the milk brand. They do a phenomenal job of creating an instantly recognizable space wherever they are. A lot of people who don’t even buy Oatly can conjure the look, type, and tone of the ads. That says something.
They know who they are, what they're advertising, and who they're talking to, and it feels true. It doesn't matter if they're saying something very serious or having fun with the brand.
The more honest a brand is about itself, the more expansive it can be in how it talks about itself and the mediums it chooses to have that talk. Honesty allows you to take risks and do interesting things, especially when moving into larger-than-life spaces.
The alternative to self-honesty can be corrosive. Somebody will read an article or hear from a competitor about success with TikTok and immediately think, “Well, we should be on TikTok.” But should you? Maybe that's a waste of time for you and your audience. Same with other buzzwords like “clean” and “inclusive.” Are you actually inclusive? Does your company live and breathe that, or do you want to simply add a label without any evidence? Are you just mimicking a trend? If so, you will absolutely damage your brand.
What's a frustrating cliché you hear in digital marketing?
When people say they want to go viral. “Let’s go viral!” As soon as I hear that from a client, I immediately ask to take five steps back.
When people think about going viral, they think, “Let's be outrageous.” So much of what you see online is gimmicky. Think about things that you've seen recently that have gone viral. A lot of it is solely for the sake of outrageousness. There’s no thought attached. Do you want to be associated with something like that, and do you want to put your brand at risk? To put something out there that’s going to be openly interpreted by possibly millions? That could go wrong in so many ways.
My counterpoint is that when I see successful online campaigns, they're not trying to go viral. They're trying to create communities of people who align with them. I'm seeing more successes with brands or even individuals in creating micro-communities. They're creating content, messaging, or creative that's resonating with the right people.
They engage often and consistently versus through a one-off video that tries to make people do a double take. Was it positive? Did that video make them believe in you, or was it passed around and forgotten in a couple of days? So yes, level-setting is good when you hear the word viral. It's about really knowing who you are and who you want to talk to. Don’t try to create a magic bullet; create something cohesive and lasting.
Who’s a creative person you admire?
Kristen Wiig! She's top of mind, as I just binged her latest show Palm Royale. I love her fearless approach to comedy and performance.
She has this unique ability to embrace oddity and eccentricity in a way that breaks through conventional expectations of femininity. What she does isn't just entertaining, it's liberating and inspiring and refreshing. She isn’t afraid to appear weird or push the norms, and there's something incredibly vulnerable and genuine in that.
Her dynamism and creativity encourage me to embrace my own quirks. Thinking about her, I'm moved to be weird, real, and raw—embracing the full spectrum of what it means to be human without reservation. Humor and authenticity can be powerful tools for challenging stereotypes and expressing one’s true self.
“Are attention spans different today versus 3 decades ago? Yes. But, to be honest, people want something in-depth from the brands they like and the people they respect.”
What’s a sneaky trend people should be paying more attention to?
I'm seeing people return to channels that they thought were off the radar but are still tried-and-true forms of digital marketing.
Take email marketing. People are coming back to it. Same for blogs. It comes down to how you’re building a community. Brands need to respect different touch points with their audience, rather than just going on social and posting about something. Are attention spans different today versus 3 decades ago? Yes. But, to be honest, people want something in-depth from the brands they like and the people they respect.
Keep different channels living and breathing, and keep a strong CRM. A lot is going on right now in regards to owning your first-party data. How are you capturing emails and information from people and then using that data in a way that’s respectful, not spammy?
If I’m a company committed to building a community, I’m not just using your data to barrage you on Facebook and Instagram. I want your information because I want to follow up with you, because we feel connected. I know and value you, and I offer things I think you’ll appreciate and use. I'm constantly reminding all my clients of that. You’re trying to build a relationship that will last.
What’s your favorite place to go out in D.C.?
There's this speakeasy bar in my neighborhood called OKPB, and you have to go up and ring the doorbell. They have to let you in. You would have no idea this space existed until you got inside. Low lighting, interesting wallpaper, perfectly chosen furniture, and phenomenal cocktails. Even the bathroom is behind a hidden door.
I appreciate a place that gets every small design choice right. It’s so intimate and cozy, but also a perfect place for an elevated night out. And it’s essentially a 3-minute walk from me, which is the best part.
