Companies need to find an all-important balance between marketing’s desire for creativity and the need to push technology. When dealing with marketing automation, you might find yourself sitting between the marketing and the technical delivery teams. Thus, you have to become used to balancing the needs and preferences of both creative and technical personalities
Any major transformation cannot stay high level, it does require some internal changes in the organisational model, a rethinking of processes and the up-skilling or hiring of the necessary people. The lack of internalisation is something we have witnessed first hands with several clients in their Digital Transformation journey. Unless the business realises the imperative to have subject matter experts from within, the project is likely to be incomplete or even fail.
As a CMO, your job is to be ready for every marketing development. You’re never allowed to stand still, because the moment you do, something in your industry will change, and you’ll fall behind the competition.
This month we had the pleasure of sitting down with Elena Drozd, senior director of data science and advanced analytics, to discuss recent leaps in analytics and where those leaps will lead. Spoiler alert: Predictive analytics is the present — and future — of digital marketing.
It’s become common knowledge among marketers that personalized marketing provides higher ROI and directly benefits consumers in the form of better engagement and more personal brand relationships. Therefore, smart marketers are constantly investing and pushing to make their marketing more personalized.
Marketing and IT often talk past each other. You’re creative; they’re logical. You dream up campaigns, they’re caught up managing the daily minutiae of keeping the company running. If you’re looking to make an investment in marketing automation, the head of IT or the CTO will likely be involved in the decision process. Impress IT with your practical side by having answers to these 5 questions on marketing automation implementation. “How does this solution work? For example,...