Lately, it seems like everyone is talking about the Digital Age and what it means for today’s marketers. An article published in a recent issue of the Harvard Business Review* explores this issue, offering valuable insight into the strategies, structures and capabilities that marketers should adopt to stay ahead of the game.
Over the last ten years, the variety of ways marketers engage and communicate with their target audiences has exploded. Tactics and tools that were once considered “cutting-edge” are now quickly becoming obsolete, and advances in digital and social media are introducing new approaches and complexities on a daily basis.
So how can we, as marketers, adopt these new realities and successfully communicate with our target audiences?
Is your sales team following up on your marketing team’s campaigns? If not, your results are most likely missing the mark.
In this Chief Marketer article, you’ll see exactly how a really creative, compelling marketing campaign fell short when there was zero follow-through by the sales department.
If you’re in the marketing field, you’ve seen the word “measurable” take hold in recent years and infiltrate boardroom meetings, brainstorming sessions and strategic planning efforts. You won’t find a marketer alive today who doesn’t say accountability is a part of his or her directives.
But is it REALLY?
There is a tipping point when some things become a little old school. Like the underperforming digital banner ads that companies continue to overspend on. Compare traditional online targeting to SmartZones by JD, a new-school mapping of nearly 100% of online home and business traffic into 16 million qualified, target-ready audiences. All while protecting user privacy. And without using intrusive cookies.
In under 2 min., you see exactly how Smart Zones compares to traditional digital advertising.
If you’re like me, you’re taking in any useful knowledge in the form of articles, posts, webinars, case studies, white papers and research reports and the like whenever and wherever you can. Its just one way I feel like I’m keeping my mind open to new techniques, applications and inspirations.
Often, I’ll read something that I wish I had thought of writing myself. It’s usually a piece full of good observations and applicable advice. Here’s one recent Fast Company article that falls into that category.
AS THE FACE OF YOUR COMPANY TO THE WORLD, A GOOD WEBSITE IS A
MUST-HAVE FOR YOUR BUSINESS. HERE’S HOW TO MAKE IT NOT ONLY ATTRACTIVE,
BUT FUNCTIONAL–FOR YOU AND YOUR AUDIENCE.
I’d like to build upon the wisdom of this article by sharing JD-authored posts from Measurable Marketing. If there’s one or more strategies that pique your interest, take a closer look at these ideas, applications or explanations which stem from the five recommendations from the Fast Company article:
- RESPONSIVE DESIGN
A BUSINESS PERSPECTIVE ON RESPONSIVE WEBSITE DESIGN
- USER BEHAVIOR METRICS
ARE YOU MAXIMIZING YOUR DATA?
- CONCISE MESSAGING
SIMPLIFY YOUR COPY TO APPEAR SMARTER…AND FATTEN YOUR BOTTOM LINE
- FRESH CONTENT
TEST MARKET-SAVVY CONTENT TO ADD VALUE AND BUILD TRUST
- LAYERED LANDING PAGES
IMPROVE YOUR NEXT NEW PRODUCT LAUNCH CAMPAIGN WITH THESE 3 STRATEGIES
Even if you apply these strategies one by one, you’re sure to see improvements on many levels. Be sure to benchmark where you started so that you’ll be able to track and measure your progress over time.