21st Century Public Relations

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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MarTech is the New Black. Get fashionable. 

Intermediate/ Excerpt...

One of the most powerful management levers is organizational structure. And while many companies are altering their org charts in marketing, to better adapt to a digital world, there isn’t much statistical data out there on what these new org charts look like.

Well, the folks at VentureBeat and I would like to change that. So we’re collaborating on a study of the “top layer” of the modern marketing org chart. Here’s your chance to be one of the first people to see the data from that study — by participating in a survey to help us gather it:

http://intel.venturebeat.com/surveys/new-marketing-org.html

The most important question we ask is:

What’s the list of titles of the people who directly report to the most senior marketing executive? So, for a large company, you might answer: VP Product Marketing, VP Marketing Operations, VP Customer Intelligence, VP Content Marketing, etc. No names — just titles.

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► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).