Have you ever wondered about the volume of change you have to endure because you’re in a marketing career? I mean, really… it’s akin to a fire hose attached to your mouth and you just can’t keep up. But wait, that’s not the tricky part. Because technology, consumer behavior, media, analytics and digital options shift frequently, that means as a marketing leader you must shift with them and understand how to translate the change-environment that is occurring and how it impacts your business.
So you’ve got a digital agency that’s headed in the right direction serving emerging industries and brands, but you realize your business needs more than just top-level young talent and award-winning client outcomes — What do you do?
Marketing leaders always look at their budgets it comes with the territory. Usually, the result of where your budget ends up by years-end is; you are over-budget, on-target or under-budget. However, crazy as it sounds, ending up in any of these three could also mean there were poor marketing decisions along the way. Determining your marketing spend is not as cut and dry as bean-counters think.
In today’s content-crazed, fragmented world of social media, video, apps, text and technology overload, as a marketer, it’s real easy to get off track with your marketing when new tools and methods are constantly being introduced what seems like every week. Research shows that consumers are connecting with varying digital channels more and more.
With today’s advanced metrics revealing more consumer behavior patterns than ever before, the term conversion has risen to the top of the discussion food chain in marketing circles. What it hasn’t done yet is provide a crystal clear definition as to why a conversion should be looked at differently based on where the customer touch point location in the funnel is.