21st Century Public Relations

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Via Marteq

Digest...

A full quarter of companies that adopt marketing automation boost revenue between 30 and 49 percent, according to a new study by RazorSocial’s Ian Cleary. Another 20 percent of companies see revenue jump between 15 and 29 percent.

 

But significant errors in system selection can lead to negative ROI — and dissatisfaction.

 

“Picking the wrong tool, not assigning the right resources, and not managing the initial and ongoing implementation can lead to reduced or even non-existent ROI,” Cleary says. “Almost half of those who have implemented marketing automation are not sure, months or years later, whether the time, energy, and money to do marketing automation has been worth it.” That’s a striking dichotomy: significant ROI on the one hand, and seemingly inexplicable unhappiness with results on the other hand.

 

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Via Marteq

Digital has shaken up the marketing trade. Today’s marketers find themselves performing their work outside their comfort zone. While the marketing world has changed, the schools that teach marketers have not always kept up with the changes.

Intermediate/ Digest...

Dig­i­tal mar­ket­ing has caused mar­keters to think in terms of the entire cus­tomer expe­ri­ence and mov­ing them on the road from acqui­si­tion and usage to con­ver­sion and even­tu­ally reten­tion and loy­alty. How do mar­keters do this?

 

1. Test­ing is key. You will never get every­thing right. Know­ing how and what to test becomes para­mount. You need to be agile, and in a world of dig­i­tal, the mar­ket­ing depart­ment needs to become a test­ing machine.

 

2. You need to know what tools are avail­able that can assist in doing your job. It is not nec­es­sary to have a full under­stand­ing of the tech­nol­ogy. Instead, you need to know what’s avail­able. You need to have some knowl­edge of social sen­ti­ment and influ­ence, tar­get­ing, per­son­al­iza­tion, media opti­miza­tion, Web man­age­ment, and more.

 

3. You need to know how to cap­ture data, trans­late it into insight, and inter­pret it. You need to fig­ure out ways to go from data to insight to action.

 

4. You need to be skilled in break­ing down silos and work­ing effec­tively with cross chan­nels, cross media, and pri­vacy and secu­rity concerns.

 

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Via Marteq

The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB).

Via Marteq, Ally Greer

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Via Marteq

Advanced/ Digest...

There’s a deep organizational chasm between [marketing and technology]. But worse, each has their own language, tools, and processes. Plain and simple, the two organizations don’t know how to talk to each other, and the result is the wrong technology for the right market (if you’re a marketer) or the right technology for the wrong market (if you’re a technologist.) Both ways, customers suffer and so do business results.

 

The biggest difference, however, is around customers. Where marketers pull, technologists push – can’t be more different than that. But neither is right, both are. There’s a huge need for translators – marketers that speak technologist and technologists that talk marketing. But how to develop them?

 

To transcend the language barrier, don’t use words, use video. To help technologists understand unmet customer needs, show them a video of a real customer in action, a real customer with a real problem. Technologists don’t believe marketers; technologists believe their own eyes, so let them.

 

To help marketers understand technology, don’t use words, use live demos. Technologists – set up a live demo to show what the technology can do. Put the marketer in front of the technology and let them drive, but you can’t tell them how to drive.  Marketers don’t understand technology, they understand their own eyes, so let them.

 

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Via Marteq