Not only is the sales funnel not really a funnel anymore, but the process by which we do things has flipped around. In the days of costly distribution channels, analog content, and limited consumer choices we needed to Plan > Execute > Track. Today, digital interaction means we have to change things up. The idea behind agile marketing is: Execute > Track > Adapt.
A three-part series by Simon Ward of Ayzenberg outlines the agile marketing side of the equation focusing on the intersection of brand (long term) and digital (short term) marketing.
A collaborative relationship between brand managers and digital marketers begins with addressing key questions:
- Where should brand management and digital marketing meet?
- Can marketing activity creation, approval, and implementation get more efficient and effective?
- How can digital marketers see brand management systems as a help and not a hindrance?
- How can brand managers strike the right balance between brand guidance and control and the marketer's freedom to iterate, innovate, and implement more effectively?
- How can brand managers "get" digital?
"Heineken CMO Lesya Lysyj recently referred to their real-time marketing. She said, "We use Facebook as a research platform…we just put stuff out there and learn from the response.""That learning has to come from leveraging the underlying data. And to borrow a line from another article "Effective measurement and analysis are the keys to making money in {your} industry."
Capturing, analyzing, and acting on relevant data to optimize the customer experience and increase online revenue is easier said than done. Here are some important questions to ask:
- How can you capture real-time data based on user engagement and use them to build personalized experiences that take into account user context?
- How do you determine which data points provide the most accurate picture of the way users are consuming your media content across all channels and touch points?
- How do you integrate data from multiple .. systems in a way that allows you to draw connections between disparate customer experiences?
- When is the collection and use of personal data useful for consumers, and when is it an invasion of privacy?
In the future there will just be marketers.
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