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This CMO audit series sets out to provide insight into the six most significant growth drivers in marketing: customer journey, marketing technology, growth channel mix, user experience, devices and analytics. (If you didn’t catch Part 1, on the customer journey, catch up now.) Today’s post will focus on technology.
Our CMO audit series is based on what we see as the six true drivers of growth in today’s marketing landscape: customer journey, technology, growth channels, user experience, devices and analytics. Without a true understanding of the first one — a customer’s journey — marketing growth is severely hindered, even if a business nails the other five.
At 3Q Digital, my employer, we regularly perform audits for clients and prospects, putting accounts and channels under a microscope to make recommendations on things to fix and ways to scale and improve performance. Those audits are some of the most valuable work we do, and the findings are gobbled up by our clients’ account directors and managers.
Q4 can be a merciless time for marketers; even if you’re not staring down a couple of make-or-break months as a seasonal retailer, you’re likely battling for user attention, fighting against rising CPCs (costs per click) on platforms like Facebook or taking advantage of a down season to do some serious planning for Q1.
Let me start by saying right off the bat that I don’t believe the ideal state of marketing is ever achievable — at least not in my lifetime. The speed of innovation today has created a constantly changing environment that marketers need to adjust to in real time. New technology, new platforms, information more readily accessible for consumers — the list goes on.
Remember the year of mobile? (Could have been 2013, 2014 or 2015, depending on how early an adopter you were.) Well, 2016 is most definitely the year of data. Marketers everywhere are scrambling to figure out their options for collecting and using data to optimal effect in their campaigns — and the smartest ones are using data to craft their marketing strategies.
Marketing has evolved a great deal over the past several years. More channels, more devices, new technologies, more data — the list goes on. Marketers have become used to being highly adaptive to keep pace with change. Most marketers I talk to discuss all the things they do to keep up with the changing landscape and tend to look at themselves as pace-setters in the space.
Creative over the years has ranged from being driven by pure emotion to being driven by pure data. Both are equally important, and the convergence of the two is what is steering today’s most effective creative. As for tomorrow’s best creative, one of the biggest shifts we are seeing now is how technology is impacting the output.
The customer journey. The customer experience. The right user at the right time on the right device. Marketing technology vendors everywhere are trying to deliver this message to digital marketers — why they’re better than the next option at helping brands understand their customers and engage them in optimally compelling ways.
The onset of the digital age gave customers more discretionary control over what they buy and from whom they buy. However, even with businesses equipped to deliver on now sky-high consumer expectations, many continue to miss the mark when it comes to understanding customers and their buying journey.
With the holidays quickly approaching, I thought I would get into the giving spirit and take a different approach to the content I typically share on Marketing Land. The marketing world we live in today is fast paced and complex. It’s easy for us to get caught up in the details and day-to-day of our work and forget to come up for air to focus on our team’s growth and our own individual growth.
No matter how good (or poor) your numbers are looking as we prepare to put a bow on 2015, you’ve undoubtedly got some big goals for next year. Maybe you’ve been challenged to “think outside the box” or find some initiatives that will really “move the needle.” Now let’s say you’re ranking high on a bunch of good keywords, and your team is running some solid, tight campaigns i ...
Mobile advertising is poised to make or break 2015 goals for millions of companies over the next six to seven weeks. As we head into the holiday season, I posed a few critical questions to two of the brightest minds I know in mobile: Hathway CSMO Kevin Rice and 3Q Digital VP of Mobile Strategy Craig Weinberg.
If you’re in client services or sales, you’ve most definitely heard a few prevailing myths about one or another facet of digital marketing. Instead of using a phone call to review numbers or talk case studies, you go down the rabbit hole of gently explaining (often to CMOs who don’t have their ear to the ground on all things digital) why old assumptions need to be put to rest.
As brands go, it’s hard to top Apple. Apple’s brand is clear and identifiable and inspires fierce loyalty. It’s both aspirational and accessible to all. It earned its billions by creating devices with a better user experience than any of its competitors’ products. So if even Apple isn’t absolutely nailing the digital user experience, you can imagine how far we as an industry have to go.
If you have any kind of a marketing budget, you’re using paid social advertising. Whatever your vertical or business model, you know there’s at least one paid social channel that can help you reach the right audience. But you probably knew all that back in 2013, too. Today’s paid social landscape is a lot different — and more mission-critical, with organic reach shrinking — ...
One of the most common questions we get from clients and prospects is this: “Are we spending our money on the right advertising channels?” Quite obviously, the answer varies by company and the goals of the campaign in question. But if you’re trying to do a little self-diagnosing, there are some definite signs that you need to take a hard look at your media mix. Let’s explore seven of them. 1.
Marketing attribution — assigning credit to a marketing touchpoint — has never been more complicated. The explosion of marketing channels and devices has added layers of complexity to what was, a few years ago, a relatively simple funnel. If you don’t have much of a foothold in your understanding of attribution — or if you have what you feel is a shaky one — you are most definitely not alone.
Digital marketing agencies are a whole lot different than they were even a year ago. Straight-up channel management is part of an increasingly broad picture that includes complex attribution across devices and channels, technology solutions management, fast-evolving consumer expectations, and more.
Q1 is a time of fine-tuning for the year to come. In performance marketing, data has been the largest contributor to our strategy/approach for as long as I can remember. That’s absolutely the case in 2015, but it’s made more complex than ever by just how much data, and how many types of data, exist today.