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- 6. Complacency Conformity Analysis Paralysis Hands-off Management Silos of Knowledge
- 7. No one listens to the analyst: Why do we even bother with the analysis when we’re just going to do what the CMO wants anyway? Stuck in silos/channels: But this has ALWAYS worked with email marketing. Why would we change it? Not looking back to move ahead: We’re not really sure why it didn’t work, so we’ll try it again. Solving the wrong problem: Hey, Apple uses white on their homepage, so we should too! Leaving opportunities on the table: We were too busy with that IE 6 compatibility program, and so we’re not really doing anything with Facebook.
- 17. ?
Notas do Editor
- The new age of digital marketing is messier than anyone might ever admit to their CEO. New channels, techniques and technologies pop up daily, not to mention our culture’s reaction them.And as your digital team sprints to keep up, the question becomes:How do you plan for the unpredictability and ever-present change? How do you embrace the sense-and-respond, viral pace? How do you empower far-flung parts of your organization, and encourage educated risk-taking?
- You’re trapped. Today it feels like no matter which road you go down with marketing and analytics, you’re trapped. By the javascript tag, which is something that mostly just works on websites that you control. It kindasorta works for apps on Facebook or maybe other platforms that you can build on. But you aren’t in control of that platform, and Facebook could yank it tomorrow. You’re trapped by vendors that built an ivory tower of analysis for the way things were last year. You’re trapped by vendors who sell you analytics that are designed to help them sell more ads. You’re trapped by the ever-increasing number of data sources, and the one-shot tools for analyzing just a single channel. And you’re trapped by the expectation that you should know all about them and be a part of each of them.
- 2 out of 3 marketers are struggling to implement digital marketing and social media. In 2010, “only 4 percent of marketing leaders feel that they are very prepared to exploit digital marketing opportunities.”
- The world will keep changing We know there will be other digital channels, we just don’t know what they are. Remember MySpace? What happens when kids view Facebook as lame because their parents are on Facebook? What’s the next Facebook?At what point will the world be more mobile than desktop? The world doesn’t fit into that ivory tower of an data analysis tool that takes 3 years and an IT overhaul to create. Because in those three years, technology and the culture have completely changed. Marketing is not a one-and-done deal. It’s not project work with discreet tasks and end points. You’re always doing and learning and iterating and re-doing. The market always changes.
- One guy who gets it is Chris Stutzman at Forrester. If you haven’t read his paper about the CMO Mandate, go get it. We wondered who was leaking our meeting notes to him because what he’s saying EXACTLY what we’ve been building for tomorrow’s marketers: Marketers have to become fast adapters or they’ll go extinct.
- Complacency: Leaves the brand vulnerableConformity: Lose the differentiationAnalysis Paralysis: Miss opportunitiesHands-off Management: Become detached from customersSilos of knowledge: Stifle creativity and collaboration.
- No one listens to the analyst: Why do we even bother with the analysis when we’re just going to do what the CMO wants anyway?Solving the wrong problem: Hey, Apple uses white on their homepage, so we should too!Leaving opportunities on the table: We were too busy with that IE 6 compatibility program, and so we’re not really doing anything with Facebook.Stuck in silos/channels: But this has ALWAYS worked with email marketing. Why would we change it?Not looking back to move ahead: We’re not really sure why it didn’t work, so we’ll try it again.
- What we know today is that the centralized, ivory tower projects don’t work. Organizations and small teams go rogue to meet their objectives. The new world of marketing isDecentralized. Agile. Sense-and-respond pace. No more 6-month lead in campaigns. It’s fast. We must do what actually drives behaviors. So what will the future look like? How do you build a culture of initiative? A culture of innovation? How do you inspire genius? Leadership that communicates effectively and prioritizes the effortBuild and empower a team that is informed deep in their area of expertise AND broadly across all efforts.
- I won’t dwell on this, but I do think it’s important. We launched a new product that’s built to help in this new, dynamic, ever-changing world. Analytics 10. It is incredibly simple for your entire team to use. It requires very little education or training. It encourages sharing among your team so data has human or business context.It surfaces information quickly with brilliant design.It gives you deep insights within any channel you can plug into it. And we built it so you can plug anything into it, including stuff that hasn’t been invented yet. Like I said, what’s afterFacebook?
- We are the power strip of marketing. Plug-in whatever and make it work. We’re zealously agnostic. Welcome to the world of post-web openness. There are a lot of walled gardens, yet we have a ticket to each through their API.
- Yet it’s tough to justify spending more money and time on analytics. Because you’d rather spend time, energy, and money on doing more marketing. On doing the “next” piece of marketing. It takes a mental shift to be adaptive.To iterate and build on something that’s live. It takes planning for that kind of iteration — to say after launch you’re going to intentionally jettison what’s not working and emphasize what is.No marketer wants an audit. Marketers want to make what’s next. Use analytics to focus on what’s next, not to justify what’s already happened.
- I recently talked to the CFO of the HuffingtonPost, and he told me about their mission control center. They research social media trends in real-time, write articles about them quickly, and publish them. In minutes. This is the new normal. 3 years ago, they had to build custom tools for this because they didn’t exist. Real-time web and social happen instantly. The tools you have must let you iterate quickly. You create and react in realtime, rather than waiting until it’s over.But no one ever changes or grows business as a result of a web analytics report. How many times have you personally ignored data because you knew better? 62% of marketers say the biggest challenge in today's social media information deluge is turning data into action.-2011 marketing trends survey, Unica We will take action when we combine that piece of data with some expert human insight. That’s why it’s so critical for the tool to be used by as many people on your team as possible. It’s not just the tool — it’s everything that’s happening in your organization.
- Bill Bernbach (the B in the agency, DDB) loved to say that an idea is nothing more or less than two old things put together in a new way. And good marketers have a lot of information you can put together in new ways. Information from the web, your mobile apps, your Facebook page and the sentiment analysis on Twitter. Consider something simple like a spike in pageviews. Alone, it means nothing. With added context — like a new product release — you know your marketing is working. If there’s a huge crater in sentiment? Then it bears immediate investigation. New correlations — two old things put together in a new way — inspire genius.
- How many of you have read the Hitchhiker’s Guide to the Galaxy? I love the idea in it that they design a supercomputer to answer the question to “life, the universe and everything.” And the answer is 42. Which is completely meaningless. There’s no magic number that a system will spit out and tell you what you need to do. Analytics work because they help you correlate behaviors in new ways. They are your observations of a complex world.
- Your job as a marketer hasn’t changed. Find new customers.Get the most from them.Keep your old customers. But the world those customers live in has changed dramatically. And it will continue to change. The companies who recognize this and empower and inform their team to move quickly will win.
- The new age of digital marketing is messier than anyone might ever admit to their CEO. New channels, techniques and technologies pop up daily, not to mention our culture’s reaction them.And as your digital team sprints to keep up, the question becomes:How do you plan for the unpredictability and ever-present change? How do you embrace the sense-and-respond, viral pace? How do you empower far-flung parts of your organization, and encourage educated risk-taking?