DMWF North America: Interview with Rachel King

By: Hannah Pinchbeck

August 28, 2019


#DMWF - Brand - Content Marketing - Digital Marketing - Marketing Strategy - Video -

Rachel King is the CEO of EditMate, a video curation software and service built for marketers. Prior to founding EditMate in 2016, she spent her career in the video production industry working as Producer and Editor, creating content for global brands, agencies, and television shows.

We were able to catch up with Rachel ahead #DMWF North America and find out her thoughts on the digital marketing landscape, what us marketeers should be looking out for in the future and what she is most looking forward to seeing at #DMWF North America on 11 – 12 September!

Hi Rachel, thank you for joining us at #DMWF in September! We’re super excited to see you!

Which digital marketing trend has impacted your campaigns the most in 2019?

I’ve seen a shift this year where marketers are creating campaigns that feature their own employees. Whether it’s for social media marketing or internal communications, businesses have been using EditMate to empower their own teams to tell their brand story, share their company culture and even recruit new employees in a candid and authentic way. It’s a smart way to humanize a brand.

How do you feel digital marketing will change in the next 5/10 years?

Technology will play a huge role in automating how brands map a user’s journey across all of the different marketing touchpoints. As AI and machine learning advance, campaigns will be able to be managed and modified with a much lighter touch from actual humans but more attention will need to be paid on executing awesome creative that really gets people’s attention and is customized for every marketing channel.

What is the BIG next thing for 2020 that marketers should be preparing
for now?

Video continuing to dominate. Online video will account for 80% of internet traffic by 2020, so marketers should be prioritizing video as the medium they’re gonna need to utilize for just about everything.

To prepare, they’ll need to find a cost effective way to create a high volume of video for all of their internal and external marketing channels. (Hint: EditMate)

What can our community learn from you at your session/panel at DMWF North America?

At the Video and Ephemeral Content – How Brands should Effectively Storytell in a Crowded Environment panel, I’ll be talking about how brands can stand out by creating authentic video content with their real community like their customers, employees and brand ambassadors.

We’ve all seen how engaging mobile video can be (like InstaStories and SnapChat) so I’ll be talking about how marketers should harness the power of user-generated video but make sure to pair it with professional video editing to ensure their content is not only on-brand and polished, but also fits their marketing objectives and maximizes ROI.

Who else on our DMWF North America speaker line up are you looking forward to learning from?

Being in the UGV space with EditMate, I’m looking forward to the panel on: Importance of UGC: The Invaluable Addition to your Content Strategy featuring Lee Somerhalder of Yamaha Motor Corporation, Kate Gagnon of OXO and Jennifer Verdon from Blue Buffalo Co.

I’m also excited to hear insights from Angelica Gustilo Ong, the Digital & Social Manager at UNICEF at the Examining Your Digital Marketing Strategy for 2019 panel.

Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?

“Come Down” by Anderson .Paak

Thank you Rachel! We look forward to seeing you for #DMWF North America on 11 – 12 September in New York.

Rachel loves sharing EditMate with innovative marketing teams that are looking for new ways to activate their audiences while producing video content that cuts through the noise of traditional advertising. If you see her at #DMWF, don’t hesitate to say hi. 

You can see Rachel speak at the upcoming #DMWF North America on 11 September as part of the Content & Digital Brand Strategy Track. She will be taking a seat on the panel; ‘Video and Ephemeral Content – How Brands Should Effectively Storytell in a Crowded Environment’.

EditMate is a video curation software and service. Our technology enables marketers to harness the power of user-generated video and produce polished on-brand videos with their real community of customers, employees and brand ambassadors.