Digital Marketing: Lots of Work!
This much is certain: The digital marketing landscape continues to evolve at a pace that far exceeds the bandwidth of a single in-house marketing manager—or even a small, in-house team. To maintain a competitive digital presence, marketers must collect and monitor data and analytics across multiple channels, track the performance of a range of content forms aimed at multiple target audiences along multiple stages of the sales cycle. And this is just the beginning...
Digital Marketing: Lots of Work!
HOW THE ONE-TIME BATTLE FOR RETAIL’S FUTURE HAS NOW RECONCILED INTO AN ALLIANCE OF PHYSICAL-DIGITAL INTEGRATION
Not long ago, in a galaxy not at all far away, the rise of online shopping inspired a wave of speculation forecasting an apocalyptic end to brick-and mortar-retail. In 2013, driven by the emergently urgent need to compete with online giants like Amazon, real-space retailers like Wal-Mart and Target announced plans to remain open on Thanksgiving.
Inbound 2015 was a great experience for 14,000 marketers, agencies, partners and vendors who attended this week in Boston. It was a testament to the Inbound Movement, the product vision for Hubspot, and their executive commitment to investing in their marketing community. It wasn’t a Hubspot sales pitch, it was an educational revival – with something to learn in every session and event. In a standardizing and commoditizing Marketing Automation world, Hubspot continues to emerge as the differentiator. While others ‘automate’, and focus on the technology, Hubspot differentiates with its focus on content, outcomes, training, philosophy and methodology for the most unique approach in the category.
The greater sales and marketing world focuses a lot more on marketing than sales, and a lot more on automation than manual efforts. With marketing automation, the goal is to develop a solid E-Mail and Social list of clients who you can reach on a sort of schedule, and lead them through the funnel to the eventual purchase. This approach relies heavily on fresh content, and increasingly on advertising to drive traffic. Marketing Automation and the tools that support it are becoming a cornerstone of digital marketing, but in their ubiquity, they’re also dominating the dialogue. Brands like Marketo, Hubspot, Eloqua, Pardot and ExactTarget (Salesforce) and others have plenty of inbound options to help drive inbound dollars.
If I could have a statistic to statistically stratify the marketing strategists who are stressed about the pace of technological change, I'm sure it would reflect about 99%. Today's marketers no longer attend conferences and summits on the art of advertising. Instead they spend their time grasping for an understanding of the Marketing Technology ecosystem - particularly in the advertising realm. Industry thought leaders speak not of proper segmentation and how today's technology presents tools which enable marketers to do great things. Instead, they confuse these new tools of the trade with a trade of tools. A dangerous concept that has left the progress of marketing in a lull. The creatives are told they are being disrupted. The agencies have been told they're on notice. The brand marketers are told evolve, become IT and information professionals or quit. And as a result, we have an industry confused. I don't know about you, but I'm ready for technology to become what it is - a set of tools and for great marketers to leverage those tools for great marketing - not the other way around.