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In an age where marketing is increasingly driven by technology, most CMOs know that one of their most important responsibilities has little to do with marketing. Instead, it’s all about procurement — specifically, the process of assessing and buying the right marketing technology to support their business.
Do you want to build buzz around your product or service to a segmented audience? Do you want to discover influencers in your customer base? Do you always look for fresh ways to spark a conversation with your customers? Of course you do! It’s 2016 and brands have to find unforgettable ways to stand out from the crowd and engage with an audience that makes sense for them (all while meeting the bottom line).
If you’ve checked out our recent on-page SEO blog post, then you’re no doubt incorporating what you learned to help your content rank higher – things like ideal content length, optimizing your h2 tags and the importance of targeting the right keywords.
Of all the trends that continuously ripple through the industry and dictate the future of innovative marketing, nothing is poised to replace the integral business strategy and influence that disruptive CMOs can offer. Disruptive CMOs are a must for any company looking to build an agile innovative marketing strategy that moves as swiftly as audience demands, consumption behavior, and industry-wide technology. Ambassador spoke with former HubSpot CMO Mike Volpe, to get an inside take on what companies can do to attract more business and think like successful marketers.
Earlier this month, the Record Industry Association of America (RIAA) announced that digital streams would count toward album certifications. The announcement simultaneously captured contemporary consumption patterns and redirected 58 years of musical history. This was big news for popular artists like Rihanna, whose newly released Anti album sold only 460 physical copies on its release date, but earned a platinum certification (1,000,000 sales) in just 15 hours, thanks to digital streaming.
Let’s set the scene. Your company caters to an audience of digital natives ranging from knowledgeable customers to intrigued fans. One group is extremely familiar with your brand and fluent in your products and services. They are the ones who leave comments, give feedback, know your Twitter handle, and begin using your hashtags as soon as they go live. The other group has heard good things about your business and is interested to see how your brand can meet their needs. They are a little more hands-off and hesitant to interact with your brand online. The only thing that separates these two groups is the stream of information between them. What’s the quickest (and most time-tested) way to bridge this gap? Word-of-mouth.
Do you remember the last marketing tool that your company adopted? How many problems did it solve, one or many? If you can answer immediately and point to specific resolved dilemmas or achieved business goals, then we’re that much closer to the future of MarTech. There is a lot of marketing technology out there, so how can marketers combat this oversaturation to find proven, reliable, and logical solutions that will address their company-specific pain points? Brands should develop a solution-seeking, not technology-adopting mentality. We have a few ideas to get your MarTech strategy ready for the future.
When you hear the phrase “traditional marketing” do you instantly imagine a group of branding geniuses, clad in their power suits, brainstorming over a wooden desk that’s covered in creative briefs, mock-ups, discarded notebook paper and half-empty coffee mugs? Do you ever wonder how our marketing predecessors were able to get their hands on late-night snacks, without a delivery app, while burning the midnight oil just waiting for inspiration to hit? Did you watch all seven seasons of Mad Men with bated breath? Are you feeling unnecessarily nostalgic or brazenly bitter right now? Then you, my friend, must be a modern marketer.
It’s rush hour in Big City, USA and every route into the city is blocked with gridlock traffic. What’s the hold up? It appears that a few drivers have decided to aimlessly follow the vehicle in front of them instead of obeying actual traffic signals. Some drivers are even looking in their rear-view mirror to determine their next turn. Others have become so infatuated with their reflection that they bump into the nearest obstacle.
All marketing efforts boil down to the same theory: casting your net far and wide over a very targeted area and coming back with more of a higher quality than what you had initially. Today’s net probably holds stellar outreach, compelling content, and experiential hooks along with new leads, but the idea is the same. Every company is tasked with developing irresistible messages that convince customers to embark on a strategic, shareable, and scalable journey. At least that’s what growth marketers hope for. While hard numbers and facts have sparked many modern marketing debates and epiphanies, marketing teams can all learn to challenge and innovate processes using big ideas from marketing influencers.
Kick up your feet, take off your thinking cap for a while, and consider these inspiring ideas from marketing influencers who impact the way we think about marketing in both theory and practice.