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Posts Categorized / Marketing

  • Sep 15 / 2013
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Marketing, Random Thoughts

Marketers today need to be technical

Image courtesy of adamr / FreeDigitalPhotos.netLast week I wrote a blog post about traditional marketing being a thing of the past (maybe I should have said “dead”!!) and basically how it is all about digital (SEM, Display Media, SEO, Social, UX, Remarketing, etc) marketing strategies.  I mentioned that many CMOs are going to become obsolete if they don’t start adopting modern methods but I think we can say the same about all marketers.  If you are a marketing person and you are not technical, WATCH OUT!  Marketing today is all about the technology.

As a marketer today you need to drive and understand marketing technology to get the value (and of course the results).  If you just think you can sign up for a “cloud marketing service” and think you can do everything in the UI, I have news for you, you are just scratching the surface of most of these tools.

I read this great post last week posted by Jeanne Roué-Taylor on Successful Workplace,  If your marketers aren’t geeks, get new marketers” and I think the title sums up the future.   The marketing skillset has shifted.

“This new world of marketing means a change out of skill set, strategies, tactics, processes and technology. It wouldn’t be unfair to say that today’s top marketers aren’t students of traditional marketing. In fact, the marketing degree may be an obstacle more than a benefit in a world that is data-driven and most likely, very close to real-time.”

So how do you know if you are “geeky” enough to be a marketer today?  Simple question (not the only one but a good start):

When you swipe your credit card and buy one of these “Marketing Cloud Services”, do you have to wait for IT, an engineer or a consultant to implement something before you can use it?  If you answered “No” because you just handle all the technical implementation (tags, integration, JavaScript variables etc) yourself, YOU ARE GEEKY ENOUGH TO BE A MARKETER….maybe!

If you are a marketer today, become an expert on APIs, analytics and big data!  Your career will thank you for it!

Also from  Jeanne Roué-Taylor‘s post, maybe a topic for the future…..

“The trend is so profound, in fact, that CIO’s everywhere are complaining that they’re losing their most precious jewels…IT budget…to marketers who refuse to play by IT’s long timelines and big costs.

The new CMO is probably buying SaaS products that the CIO may not even know about.”

**Image courtesy of adamr / FreeDigitalPhotos.net

  • Sep 13 / 2013
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Traditional marketing is a thing of the past……

influence-InteractiveRecently I have engaged in a number of conversations with people on what I think is the future of marketing. For a long time I have had the opinion that people should stop marketing the way they did 8+ years ago (Direct mailings etc) because they are dead. I really honestly think people do ‘old school’ marketing because they don’t know any better and marketing has got too technical for them (Look for my next post in a few days).

Here’s something I came across the other day that I think sums up a large part of my view on marketing today. Firstly, I don’t often read ‘marketing emails’ I get, especially emails that have the word ‘optimize’ in the subject line, but I read this one from Influence Interactive.

“Traditional marketing has become a thing of the past and digital marketing has taken the reins of corporate marketing strategies.

The problem is that more than 80% of CMOs also report that they don’t know how to use digital data to create an interactive strategy to engage visitors and strengthen customer relationships.

Creating an effective digital strategy means utilizing the entire digital landscape, from outward facing efforts like Paid Search, Display Media, SEO, Social, and UX driven development, to internal business management enhancements like CRM and Lead Generation strategies.

We understand the importance of data and how it can help grow your business. That’s why we incorporate data into every action, from strategy to implementation to analysis, creating success you can measure.”

So what’s key to marketing today and the near future:

  • Digital, Digital, Digital
  • CMOs need to learn about digital or become obsolete
  • We all think about engaging prospects with marketing, but strengthening customer relationships with the existing is just as important
  • Exceptional User Experience, the world expects it!
  • Measure, Mesaure, Measure and Integrate, Integrate, Integrate – Visibility and data is so powerful.  Make sure your digital strategy isn’t blind!