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Will You Really Need a Higher SEO Budget in 2014? | WordStream | #TheMarketingAutomationAlert

Will You Really Need a Higher SEO Budget in 2014? | WordStream | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Do you really need to raise your SEO budget in 2014? Here are some reasons you do need to increase your search engine optimization budget, and by how much.


Excerpt...


4 Reasons Why You Need a Higher SEO Budget in 2014

-- >  Your content marketing strategy is changing. With things like the Hummingbird update, it’s clear that Google is trying to move toward a more conversational approach to search as opposed to single keywords. This will change the way that you should be writing and optimizing your content, and it’s going to take a lot of time and a lot of experienced minds to make this transition.

-- >  Google “Not Provided” data has changed. Now that all organic search data is encrypted, the way that a company evaluates terms and phrases that the target audience uses is going to change. A few new strategies will need to be put in place and mastered, and again, you need a solid and experienced team to make it happen (which of course will cost a pretty penny).   

-- >  Everyone has someone in charge of social media. Believe it or not, this is actually something a little bit more recent. In past years the importance of social media has been stressed, but hiring a full-time professional to manage social media wasn’t always at the top of the priority list. This year it is, so if you hope to keep up with your competition, hiring someone with actual social media experience is going to be necessary.

-- >  In-depth articles show that more is better. It’s true that people like to be able to glance over a piece of text and find the answers they need, but this doesn’t mean the article should be short. A long, detailed article (1000+ words), made more readable with the help of bullet points and subheadings, is often what Google is looking to rank. They recently introduced an “in-depth article section” that showcases these longer pieces of content, so it’s clear Google hopes to move in this direction.

 

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iNeoMarketing's insight:

The author also states "Although we can’t put an exact number on it, for most companies raising your budget by 30 percent should do the trick (in my personal opinion)."


That's not it. The SEO budget add-on will probably be an additional body or additional hours from your outside agency. Why? It's a result of additional content distributed through social, and the demands to continually optimize this content.



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The Top 12 MarTech Articles Curated Thursday, 12/18/14

The Top 12 MarTech Articles Curated Thursday, 12/18/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> How to Build a Successful Social Media Marketing Funnel - TechWyse

>> The Big List of Must-Attend Marketing Events of 2015 - Marketo

>> 2015 Will Be the Year of Video Marketing - Profs

>> 21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

>> How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

>> Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently

>> B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report

>> The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn

>> [FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center

>> What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

>> How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World

>> Amplifying B2B Marketing Content with Google Plus - Relevance


See ALL Top Curated Marketing Technology Articles here.

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How to Build a Successful Social Media Marketing Funnel - TechWyse

How to Build a Successful Social Media Marketing Funnel - TechWyse | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Plenty of potential holes to poke, but remember the bottom line: attribution. The key metrics in the first two stages are feel-good metrics, and not tied to business metrics. It's about conversions and business metrics: from where did the conversion emanate, and what percentage of the conversions actually close.

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Birgit Bauer's curator insight, Today, 3:11 AM

Interesting Numbers .... 

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The Big List of Must-Attend Marketing Events of 2015 - Marketo

The Big List of Must-Attend Marketing Events of 2015 - Marketo | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Click through to access the links for each. 


Here's your list: (1) your MAP vendor show; (2) Forrester; (3) Sirius; (4) Gartner; (5) Dreamforce; (6) MarTech (there's an East Coast MarTech in August); (7) Pick 'em. 

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2015 Will Be the Year of Video Marketing - Profs

2015 Will Be the Year of Video Marketing - Profs | The Marketing Technology Alert | Scoop.it

Digest...


1. The play button will take center stage as the most compelling call to action on the Web

2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.

 

2. Video analytics and attribution will take the lead

Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.

 

3. Video will become a strategic tool for lead generation and qualification

Only video offers a reliable means of tracking actual engagement with content, and 2015 is the year that marketers will start to use these insights to their advantage.

 

4. YouTube will be a complement, not the focus

Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn't offer the data and tools you need to turn video assets into valuable marketing tools.

 

5. Use of video analytics as part of marketing automation and CRM will increase

Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they'll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.

 

 

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iNeoMarketing's insight:

See #3: the revelation that video is the only content type that offers a reliable means to track actual engagement...that is so damn true. Starts, pauses, stops, shares, etc. all in one content piece.

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21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Love #16. But where's the Persona question? The Calendar question? Click through for more background as well as to download Brenner's Content Marketing Strategy Framework.

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How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

How to Run an A/B Test on Your Landing Page | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
How to Run an A/B Test on Your Landing Page by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

A/B...EVERYTHING!

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Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently

Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently | The Marketing Technology Alert | Scoop.it
In our latest Contently Labs, we answer a question we hear a lot from content marketers: How do I effectively drive high-quality traffic to my content through LinkedIn?


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iNeoMarketing's insight:

The whole post is a step-by-step guide for deploying LinkedIn Social Advertising for sponsored updates. Easy to follow.

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B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report

B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report | The Marketing Technology Alert | Scoop.it
While the role of digital marketing grows more prominent, in-person events continue to receive a significant portion of overall B2B marketing budgets. According to Forrester, trade shows still constitute the biggest line item on a B2B marketers budget, with nearly 20% of spend being committed to live events.
As a result, B2B marketers are turning to tools and metrics to help them track and analyze audience social and other behavior before, during and after events.
Tools such as DoubleDutch’s mobile/social solutions are designed with the intent of helping attendees get even more engaged while at an event, while also collecting information on what sessions they have attended, who they are interacting with and what they are saying about the event on social media.


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iNeoMarketing's insight:

MAP vendors have positioned themselves as the go-to-tool for trade show marketing, but MAP does not incorporate in-show activity by the attendee. This leaves open a space for other vendors to swoop in. That won't last, as the marketer needs only one database, so look to MAPs incorporating more functionality into their software in 12-14 months.

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The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn

The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Any surprise about #1? And note the number of marketing oriented skills.

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[FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center

[FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center | The Marketing Technology Alert | Scoop.it
Did you know that video will drive 79% of traffic by 2018? How about the fact that most retailers aren’t taking advantage of video marketing? According to our study with Invodo, just 16 of the top 100 retailers have more than 10,000 videos on their site!

Get ahead of the video marketing surge by downloading The Marketer’s Guide to Video SEO. Here’s what’s inside Part I: The Untapped Video SEO Opportunity.

Exclusive research that breaks down how top retailers are performing with video content
Insight into why video impacts search rankings
A compelling case for video SEO’s power to drive business


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iNeoMarketing's insight:

Clearly aimed at the B2C audience, but applies to the B2B space. You may want to consider executing on this as it would provide a bit of a market advantage at little cost.

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What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream | The Marketing Technology Alert | Scoop.it
What's the right social media strategy for your business? It depends on your industry. Learn the best social media strategies for verticals including business, tech, and travel.


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iNeoMarketing's insight:

Click through for the multi-page infographic.

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Marco Favero's curator insight, Today, 3:39 AM

aggiungi la tua intuizione ...

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How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World

How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
Twitter cards are simple to implement, yet provide a big impact to your social engagement on Twitter. Here's an infographic that offers a 4-step guide to driving traffic with Twitter Cards.


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Amplifying B2B Marketing Content with Google Plus - Relevance

Amplifying B2B Marketing Content with Google Plus - Relevance | The Marketing Technology Alert | Scoop.it
With Google Plus, businesses can target certain ‘circles’ of influence and promote personalized marketing content to self-selected audiences.


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The Top 15 MarTech Articles Curated Wednesday, 12/17/14

The Top 15 MarTech Articles Curated Wednesday, 12/17/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> The Biggest Content Gap in Technology Marketing - Gartner

>> Using Scrumban (Scrum + Kanban) for agile marketing - Chief Marketing Technologist

>> An Epic Landing Page Makeover That Debunked 3 Optimization “Best Practices” - Unbounce

>> 100+ Social Media Marketing Resources from 2014 - Social Media Online Classes

>> Form Conversion Rate Benchmarks For Your Year-End Reporting - Formstack

>> Where Is Jeff Weiner Taking LinkedIn? - Re/code

>> State of the Industry: The past, present and future of retargeting according to 1,000 marketers - AdRoll Blog

>> More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting - Marketing Land

>> Getting the Most Out of Your Blog Images - Buffer

>> Big data investment up, but marketers still struggle with analysis - Trends & Ideas - BizReport

>> The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts - Marketo

>> 2015 Marketing Budget Trends, by Channel - Marketing Charts

>> The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic] - Profs

>> The Content Marketing Stack [Infographic] - B2B Infographics

>> The State of Marketing Leadership: New Research & #Infographic - Salesforce


See ALL Top Curated Marketing Technology Articles here.

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The Biggest Content Gap in Technology Marketing - Gartner

The Biggest Content Gap in Technology Marketing - Gartner | The Marketing Technology Alert | Scoop.it
A few weeks ago, Jon Reed (of diginomica), and I had an interesting (at least we thought so!) dialog via twitter and blog comments about case studies.  We both were lamenting the lack of great case studies in the technology industry.  But we had a disagreement about what needs to be in them.  Jon, who is a savvy businessman and strong technologist, is a big believer that case studies should almost always have information on implementation, training, and support.  I, on the other hand, believe in fit for purpose.  If you are using a case study to illustrate why someone should consider doing something different, you don’t need to talk about implementation details.  Save that for later.  For me, it’s all about where you see the case study helping the reader in their buying process.

That being said, within this dialog was something that I may have unintentionally implied was not important.   That is the necessity to provide potential buyers with details on implementation, training, and support.   The lack of good content in this area is, for me, the biggest gap in technology marketing.


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iNeoMarketing's insight:

He's right!! And it's as if the case study is left for the channel partner to create! I smell...OPPORTUNITY!

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Using Scrumban (Scrum + Kanban) for agile marketing - Chief Marketing Technologist

Using Scrumban (Scrum + Kanban) for agile marketing - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it
You mentioned that you moved away from a pure Scrum process to a hybrid of Scrum and Kanban — Scrumban — that you felt worked better in your environment. Can you describe the “special blend” that you came up with?

First, I will not take any credit for Scrumban — this concept was introduced to my team at Gogo from Big Visible, who served as a consultant to our company during the agile transition. They helped us think beyond the 2-week sprint cycle into something that was more adaptive to the needs of the business.

Agile, in general consists of many continuous improvement concepts like Kanban, Lean, Extreme Programming, Feature Driven Development, etc. Scrum on its own consists of time-boxes, roles, rituals and backlogs. The idea of Kanban is a lean manufacturing technique, with roots in the Japanese automotive industry, that leverages visualization and pull techniques. Kanban has 3 rules:

Visualize your workflow.
Limit work-in-progress (WIP).
Analyze and improve the process.


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iNeoMarketing's insight:

For more on Scrumban:  http://leansoftwareengineering.com/ksse/scrum-ban/


I'm not entirely certain that it's a fundamental change to the Agile process, but it's definitely an add-on. For the details, please click through.

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An Epic Landing Page Makeover That Debunked 3 Optimization “Best Practices” - Unbounce

An Epic Landing Page Makeover That Debunked 3 Optimization “Best Practices” - Unbounce | The Marketing Technology Alert | Scoop.it
When conversion-centered designer Jen Gordon gave a landing page a dramatic makeover, she wound up debunking these common conversion "best practices."


“Best practice” #1: Your headline must speak to your visitors’ pain

“Best practice” #2: People won’t provide an email address for something that should be freely available

“Best practice” #3: You need 250+ conversions to declare a champion

 

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iNeoMarketing's insight:

Bottom line...TEST!!!

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100+ Social Media Marketing Resources from 2014 - Social Media Online Classes

100+ Social Media Marketing Resources from 2014 - Social Media Online Classes | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

And there's a shipload of resources. All links in front of you when you click through. 

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Form Conversion Rate Benchmarks For Your Year-End Reporting - Formstack

Form Conversion Rate Benchmarks For Your Year-End Reporting - Formstack | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

FYI. And an ungodly number of form fields: insane.

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Where Is Jeff Weiner Taking LinkedIn? - Re/code

Where Is Jeff Weiner Taking LinkedIn? - Re/code | The Marketing Technology Alert | Scoop.it
Per usual, the least sexy of LinkedIn’s major product focuses for next year is arguably the most important; it has the potential to be very lucrative. The company launched a subscription service for sales professionals earlier this year called Sales Navigator, a tool that helps users find new sales leads and manage existing ones. It is going to play a major part in LinkedIn’s business moving forward, according to Weiner.

“Hire, market, sell. Those are the three core value propositions for customers,” he said, lumping Sales Navigator in alongside the company’s other more established revenue streams, recruiting and advertising.

Just a few months in, it is difficult to tell how well Sales Navigator is doing. Revenue generated from the product is buried within a revenue stream labeled “Premium Subscriptions” on LinkedIn’s quarterly earnings report, but the sales product isn’t similar to these premium user subscriptions — it is more closely aligned with the site’s expensive Recruiter subscriptions, which drive the bulk of the company’s revenue.


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iNeoMarketing's insight:

I think we'll see a big jump in the usage of Sales Navigator during 2015 as new spending patterns start. Makes too much sense. Anyway, there are other prognostications in the post, but this one is the most relevant.

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State of the Industry: The past, present and future of retargeting according to 1,000 marketers - AdRoll Blog

State of the Industry: The past, present and future of retargeting according to 1,000 marketers - AdRoll Blog | The Marketing Technology Alert | Scoop.it
Some of the highlights from State of the Industry: A Close Look at Retargeting and the Programmatic Marketer include:

92% of marketers report retargeting performs equal to or better than search, 91% equal to or better than email, and 92% equal to or better than other display.
For both B2B and B2C, 1 in 2 marketers say social media is the single hottest topic in retargeting—mobile and cross-device retargeting comes in at #2.
54% of marketers are retargeting on mobile, rapid adoption indicating strong confidence in retargeting’s cross-device performance.
Retargeting has expanded up the funnel. 70% of marketers use retargeting for brand awareness, 60% for social engagement, and 58% for customer retention.
91% of marketers consider attribution important or critical to success, but 1 in 3 aren’t clear on how to track it.


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iNeoMarketing's insight:

AdRoll is the source for the recent retargeting study/news. Again, strong slant towards B2C, but huge opportunity for B2B.

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More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting - Marketing Land

More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting - Marketing Land | The Marketing Technology Alert | Scoop.it
The percentage of marketers that now spend over 50 percent of their digital ad budgets on retargeting doubled from 7 percent to 14 percent this year. That number is even higher in large companies; 24 percent of firms with over 1,000 employees say they spent at least half of their online ad budgets on retargeting.

Nearly three-quarters (71 percent) of marketers spend between 10 to 50 percent of their budgets on retargeting. That’s according to a new survey of 1,000 marketers working in a range of industries in the U.S. commissioned by retargeting platform, AdRoll. The study also looked at retargeting campaign data from more than AdRoll’s 11,000 advertisers and 3.7 billion monthly impressions in the first six months of 2014.


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iNeoMarketing's insight:

It's a major B2C tactic, but the B2B sails haven't caught wind. It's coming, and I strongly recommend budgeting for testing if you're still on the sidelines.

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Getting the Most Out of Your Blog Images - Buffer

Getting the Most Out of Your Blog Images - Buffer | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Simple little things that add value to what you're doing. 

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Big data investment up, but marketers still struggle with analysis - Trends & Ideas - BizReport

Big data investment up, but marketers still struggle with analysis - Trends & Ideas - BizReport | The Marketing Technology Alert | Scoop.it
At this year's conference, DMA2014, a survey of 584 attendees by Infogroup found the number reaping rewards has risen significantly, now standing at almost half (49%).
However, the survey also highlighted that marketers continue to struggle with analysis of the huge amounts of data now available to them. For 21%, analysis is their biggest concern moving forward into 2015, followed by data implementation (16%) and collecting data (15%). More than half of marketers surveyed said they do not collect enough data while 10% said they collect too much. Of those who collect too much data 25% believe collecting data remains their biggest challenge.


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iNeoMarketing's insight:

If there's one area that is so amorphous, it's Big Data for the B2B marketer. We need a few beacons of light to provide guidance as to how to manage this asset.

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The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts - Marketo

The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts - Marketo | The Marketing Technology Alert | Scoop.it

Digest...


Aditya leads the marketing excellence practice at Bain, and works with some of the world’s leading brands and marketers. Here are my takeaways from this insightful conversation:

  1. First and foremost, fellow CMOs, our role is going to expand. As Aditya says, our “visibility, [our] profile, the profile of the marketing organization — are all going to increase”. The importance of our ability to collaborate with other functions — IT, finance — and embrace the need to set up cross-functional decision-making processes cannot be understated.
  2. Second, the marketing organization of the future is going to look different. In this new world, marketing organizations need different skills than they have today. Aditya comments, “what you essentially need is a modern-day DaVinci”. But those, as we know, are rare, so we as CMO’s need to create “DaVinci in the aggregate”. Aditya describes three key roles emerging as we move towards an engagement marketing model: marketing strategists, marketing technologists and marketing analysts. Each will play a critical part in creating, publishing and distributing content in a world where consumers are setting the terms for how they want to be engaged.
  3. Third, marketing now needs to move at the speed of digital. That means fast. Really fast.  Aditya comments on how traditional marketing models rely on long creative cycles that ultimately provide insight/feedback for next year’s campaign. But, that model doesn’t work anymore — or, at the very least, it doesn’t capitalize on the opportunity of today’s digital world to “get real-time feedback” from customers.  At the most, marketers put themselves at real risk by not practicing “agile marketing” since, as Aditya observes, “A long cycle increases the risk that consumers have moved on to the next thing and your campaign won’t be effective”.

 

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iNeoMarketing's insight:

A great interview, and points to exactly what is happening in the world of marketing as it is driven by technology.

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The Marketing Automation Alert is curated content pertaining to marketing automation. From iNeoMarketing: a New Type of Marketing Agency for B2B Companies, focused on the implementation and management of B2B marketing automation. iNeoMarketing.com