To succeed in today's competitive marketing landscape, brands must be customer obsessed. No longer can they simply choose a message and then blast a campaign. Rather customers are choosing, and sharing, their own messages and content, and, essentially, are helping to craft campaigns—with everything from tweets to blogs to videos. “We are in the age of the customer,” said David Cooperstein , VP, research director, for Forrester Research, at the company's Forum for Marketing Leaders in San Francisco.
In today's digital age, the traditional categories of b-to-b and b-to-c marketing are converging, and frankly, it's about time. I've always believed that making a distinction between the two is irrelevant, but Keith Navratil's recent column has made it clear that the industry continues to insist on categorizing marketing to businesses and individual consumers as two entirely separate strategies. I'm calling B.S.
There are several contradictory Big Data misconceptions floating around the corporate cosmos. First, that marketing owns Big Data and can run projects without IT. Second, that IT owns Big Data and is slow to deliver it to marketing. The truth is, that while IT departments are vital in designing, implementing, and managing Big Data projects, both IT and marketing must work together to transform a project into a viable revenue source.
It’s often difficult for marketers to move beyond the trappings of the last click when choosing an attribution model. It’s tempting to measure everything with simple cost-based metrics. But building this type of attribution model—one that just tells marketers what each interaction is worth—is likely too simple an approach. By resorting to a myopic view, businesses miss key opportunities to connect with consumers. Instead of dwelling on clicks in isolation, it’s time we took a customer-centric approach to attribution, examining all of the touchpoints in the customer journey.