artificial intelligence in marketing

“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.           

The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations, using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.

What’s the hype around content marketing, and why does it matter? The Content Marketing Institute defines content marketing as: “a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

This fall, PR 20/20 will publish its inaugural Marketing Score Report based on more than 300 responses to Marketing Score, a free, 132-factor online marketing assessment.

From Gartner’s summary of its U.S. Digital Marketing Spending Survey, 2013: “Digital marketing budgets total 2.5% of revenue and will increase 9% this year.” 

“To be successful nowadays, you need have both a breadth and depth of skills. You have to know what to ask for and how it’s done. Without both of these capabilities, you’re prone to be less efficient than a colleague or competitor who does." — Jamie Steven (@jamies), SEOmoz, Every Marketer Should be Technical 

It’s an exciting time to be in marketing. Customers demand the digital experience—so businesses, solution developments, and marketing’s best practices have followed suit. For marketers, the move to digital experiences provides better insights into what we care about most: customer engagement, and metrics that show what works.