Content Marketing World 2014 in Cleveland, Ohio was punctuated by best-of-breed marketers from all over the world sharing information, insights and, at the event’s keynote, a little wisdom from none other than Kevin Spacey.
Last week’s inaugural MarTech conference brought nearly 400 attendees to a sold-out venue in Boston. The conference showed the progress and potential of a new breed of marketer: the chief marketing technologist. Our team’s expectations were certainly met. The program included a mix of marketing and tech strategy, how different organizations implement technologies, lessons learned along the way, and growth hacks for making it all work.
“Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide.” —Paul Roetzer (@paulroetzer), from The Marketing Performance Blueprint The marketing industry continues to transform at an unprecedented rate. The result? Growing gaps in marketing talent, technology and strategy. As Dan Lyons (@realdanlyons) reported from Adobe’s 2014 summit for digital marketers: “Adobe claims that 60% of marketers expect their role to change in the next year, and 40% believe they need to reinvent themselves, but only 14% actually know how to do it.” The future of your business—and your marketing career—depends on your ability to continually adapt. The Marketing Performance Blueprint presents the processes, technologies, and strategies needed to fill marketing gaps and build performance-driven organizations. Step by step, the book shows how to tap into a scientific approach to marketing that can help steer organizations to advance their businesses, exceed ROI expectations, and outperform the competition. “If you think that marketing is about out-spending and shouting louder than your competition, then The Marketing Performance Blueprint is for you. Roetzer does a phenomenal job of demonstrating the power of just how much marketing, strategy and technology has changed to make brands so much more efficient. If you’re still worrying about likes, friends and followers and not working on the true performance of your marketing spend, you really need to read this book and deploy the thinking of it in your organization. Now.” — Mitch Joel (@mitchjoel), President, Twist Image, and Author, Six Pixels of Separation and CTRL ALT Delete The Marketing Performance Blueprint, At A Glance. At its core, The Marketing Performance Blueprint is a story about the convergence of marketing talent, technology and strategy. Its ten chapters follow the shift in the digital marketing transformation—across talent, technology and performance—then walk readers through a game plan for digital strategy that adapts with the latest. Section I: The Backstory Chapter 1: Mind the Gaps Chapter 2: Commit to Digital Transformation Section II: Marketing Talent Chapter 3: Build a Modern Marketing Team Chapter 4: Construct an Internal Marketing Academy Chapter 5: Propel Growth through Agency Partners Section III: Marketing Technology Chapter 6: Create a Connected Customer Experience Chapter 7: Manage the Marketing Technology Matrix Section IV: Marketing Strategy Chapter 8: Perform a Marketing Assessment Chapter 9: Develop a Marketing Scorecard Chapter 10: Strategize a Marketing Game Plan For more on each chapter, and how your organization can drive growth, review the full chapter summaries here Download Your Free Chapter: Commit to a Digital Transformation To preview what you’ll find within the book, download a free copy of chapter 2—“Commit to Digital Transformation.” Within the chapter, Roetzer discusses the digital transformation imperative, and considers opportunities to overcome the challenges businesses of all sizes face. With the right digital transformation, marketing is intelligent, measureable, and powerful. Purchase your copy of The Marketing Performance Blueprint on Amazon, Barnes and Noble, or 800CEOread.
Accenture’s latest CMO Insight Survey, CMOs: Time for Digital Transformation, or Risk Being Left on the Sidelines, reminds us that we’re in the midst of a digital transformation.
Social media has been a part of our business landscape for more than five years now, forever influencing the way companies communicate with customers, market products and services, respond to current events, and share brand stories. In today’s social world, a company’s brand image—and that of its leadership—are inherently linked. The C-level executives who ignore social media run the risk of allowing others to determine their brand’s accessibility, messaging and visibility.
Each year, Mary Meeker, lauded venture capitalist at Kleiner Perkins Caulfield & Byers, presents a highly researched picture of the growth, trends and adoption rates that are reshaping the tech industry. This year’s report isn’t just for angel investors with equity stakes in hot startups. It’s a valuable primer for marketing technologists everywhere. But we know marketers are busy managing increasingly complex roles, tools and channels. So we analyzed Meeker’s 164-slide 2014 Internet Trends report and extracted the most valuable takeaways.
Deloitte’s recently released report, The New Digital Divide, underscores that digital devices are having a rapidly increasing influence on retail purchase behavior in today’s B2C environment. The report, based on a national sample of 2,006 consumers, makes clear that retail marketing is at a tipping point—a point where digital channels should no longer be executed in silos, but should be considered as business imperative. Download the full report for details.
Digital marketing budgets continue to rise. From Gartner’s Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience report: “digital marketing budgets will rise by 10% in 2014 following a double-digit percentage increase the prior year.” The largest increases were reported in digital or online advertising, mobile, ecommerce, and the corporate website. This was the Gartner digital team’s second annual report. (We recapped the first here: U.S. Digital Marketing Spend to Increase 9% in 2013.) For context, 2014 findings were based responses from 285 individuals (located in the U.S.) responding on behalf of their entire organizations. Respondents’ average company revenue was $4.4 billion.
The content to marketer relationship is probably a lot like the one you have with your iPhone. You can’t go anywhere without it. Content drives marketing activities. It’s the eloquent middleman between your brand and your consumers. So, why are marketers behind the ball on strategy and execution? Earlier this month, Altimeter Group released a report showcasing The Content Marketing Software Landscape. The report found that 70% don’t have a “consistent or integrated content strategy.”
When the PR 20/20 team evaluated Marketing Score assessment responses from more than 300 marketers, executives and entrepreneurs at the end of last year, Business Cores and Marketing Cores led as highest rated sections, at 63% and 56% respectively.