While more and more marketers are throwing money into digital marketing they are doing so blindly as report state “marketers lack the necessary information to tell leadership which digital marketing efforts have the highest return.” In other words we know we need to do it but we don’t have the tools, foundation or structure to understand what we’re doing. Digital marketing has a lot of components and budget dollars can quickly be eaten up by tactics like SEM and online advertising. If you spend too much on one tactic you might not have enough for other tactics that provide a higher ROI. Continue reading
It is abundantly clear that there is a massive “digital divide” between consumers engaging in real-time across channels, versus the digital marketing industry that is still largely siloed and not executing in real-time. It appears that this digital divide is due, in large part, to two key challenges observed in this research, namely: Overwhelming Complexity and Lack of Unified Measurement. Continue reading
I was just reviewing my notes this year from client meetings and despite the emphasis on digital marketing even some of the best known brands have a long way to go before they can truly become great digital marketers. Here are some of the challenges that I have seen during this year..
For the first time it’s been reported that more money is flowing into digital media than offline channels. As more and more “experts” tell you why you should be increasing your digital marketing budgets very few actually are talking about the primary objective of ANY marketing initiative: to drive bottom line results. Continue reading
Look at virtually any consumer industry and you’ll see how changes in digital technology are fundamentally altering the way that consumers engage with brands before, during, and after a purchase. Building powerful consumer experiences requires brands to operate outside their comfort zone; for example, they must work with much shorter cycle times, with more rapid and frequent iterations, and through a broader vendor ecosystem than the traditional advertising agency process. Continue reading