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10 Steps for Better Marketing in 2014

The marketing industry has experienced several years of rapid-fire, fundamental changes. From the growing importance of social media and customer centricity, to the emergence of real-time analytics and marketing, to the influx of more customer data than they might know what to do with, few stones remain unturned.

Read the entire article here.

Note from mcgraw | marketing:  First, I have struggled with the focus on channels over customers/audiences for a long time so when I read the following as part of #1, I fell in love.

“Eliminate the word ‘channel’ as the definer of a person’s job,” he (David Cooperstein, vice president and marketing practice leader at Forrester Research) told CMO.com. “If someone said I’m a mobile marketer, they’re fired.”

Stop handing off instructions to each channel manager and telling them to make it happen in their area…and start requiring them to come to the table with better ways to helps the customer/audiences.  And sometimes, that will mean “Based on our research, Persona A doesn’t use our channel during this stage of their buying process…and they prefer these other channels, so let’s focus on what they prefer.”

Now, that said, here are a couple more points that I found extremely important.

#5 Embrace Data

I have been watching this happen over the past 6 months – and it’s a fantastic trend that will really pay off for businesses in 2014.  But you need a data strategy in order to maximize your opportunities for success.

#8 Elevate Social Media

This one, I’m going to push back on.  Just a little.  And I will push back on it because I think it’s more effective, more productive to focus on the customer rather than the channel and if you’re going to elevate social media goes against the #1 point raised earlier in the same article.

 

So, what do you think?  Are there any comments you disagree with?  Any points you would add?  What’s the big thing on your plate for 2014?

1 Comment

  1. directguru November 19, 2013

    Your quote:  “Eliminate the word ‘channel’ as the definer of a person’s job,” he (David Cooperstein, vice president and marketing practice leader at Forrester Research) told CMO.com. “If someone said I’m a mobile marketer, they’re fired.”
    I could not express it better. In my opinion this channel driven myopia in the marketing world runs rampant and ends up producing toothless, “me too” marketing programs.
    It’s tactics driving strategy. The new overruling what works. 
    Creating marketing campaigns based on unproven assumptions and vague objectives repeatedly demonstrate a lack of understanding of the real marketing challenges. 
    Thanks for a thought provoking blog Pat!

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