Project fatigue is disruptive and is like a disease. When unrecognized and untreated, project fatigue will negatively impact your marketing team and their productivity. Fatigue feels like your car is speeding beyond its limit and the wheels are shaking, steering safely is nearly impossible and staying under control is all but lost. Don’t do this to your marketing team.
Marketers and sales professionals need to pay closer attention to their customers’ needs, wants, and interactions. They are giving us clues to what makes them tick and how they want to be treated. The digital environment, which was the new frontier over 20 years ago, isn’t new any longer. But, it is changing rapidly and we need to keep pace with our customers’ expectations and communication preferences on digital.
As a marketing leader, one of your many critical tasks is to create a clear vision that provides a roadmap for transformation from where the business is now to where it needs to go; all while creating sustainable growth. Simple? Huh…Yeah right. All you have to do is create a self-guiding system that drives all marketing in the correct direction that leads to business goals. Oh c’mon, it’s not that hard; and once you set it up, it’s like being on auto-pilot. Hear me out and let me set the stage to give you an idea of what I am talking about.
As marketers, we are trained to create marketing content and initiatives that help attract the prospective customer. We go the extra mile to understand their motivations, pain points, questions, what customer touch points are effective and many other attributes that help create more effective marketing. We call this prospective customer a “persona.” But there’s more to understand – more on that later.
Regardless of your plan of attack after you review your data, you need to have quality data in order to make a quality assessment.
A marketing ecosystem strategy and similar to the content marketing mix and is a wonderful planning and development process that provides structure, purpose, direction, validation, and value all in one place.
Why is it some marketers are afraid of the word “strategy?” I think it’s because they can’t muster up the brain power to wrap their arms around their entire strategic ecosystem. Or maybe it’s because they would rather not organize and operate their marketing within a planned structure. Either way, when you’re missing a strategy, your team and your brand are missing out on the secret sauce of success which is a thoughtful, planned approach designed to reach and connect with customers for the right reasons.
In our two-part series, we are unpacking the definition of what translation in marketing really means, and the value of doing it well. In Part 1 we reviewed the tactical aspects of being a marketer and how translation factors in your day-to-day workflow. Here in Part 2 we will delve into four new areas equally as important, yet different in function and impact. Let’s get started.
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?