Rise of the Marketing Platform è un articolo che alla fine pubblicizza la piattaforma di un vendor, però contiene una buona analisi delle opportunità offerte dalle moderne tecnologie a supporto del marketing.
Riporto uno schema sintetico ma efficace sulla trasformazione del marketing.
Ma cosa dovrebbe fare una moderna piattaforma di marketing?
UNDERSTAND: Track customer identity, contacts, and context across every digital, social, and mobile channel — then organize this information into a single, open data repository.
ORCHESTRATE: Design and coordinate engaging customer experiences and continuous conversations that take each customer on a personal journey over time – and do this in an organized, automated way.
PERSONALIZE: Deliver relevant, personalized content and messages across channels and devices.
MANAGE: Support the operational aspects of running a marketing department. Plan the marketing calendar, coordinate content, track investments, and tie the marketing budget directly to results.
OPTIMIZE: Measure and maximize marketing ROI across channels. Attribute outcomes to each marketing experience, regardless of which application handled the interaction. Support data-driven decision making at the speed of marketing.
LEARN: The pace of change in marketing isn’t slowing down, so the platform also needs to give guidance, best practices, and knowledge to help marketers keep up.
Piacevole intervista concessa da Seth Godin a Inc. Non mi entusiasma il punto di partenza giornalistico che parte dagli errori anziché dalle best practices, ma Godin ci mette del suo.
Un piccolo estratto:
What would you say is the greatest mistake that marketers are making today?
Godin: The big mistake is thinking that their job is to spend money to get attention. If they think that that is what their job is, they will never ever succeed in marketing.
How can companies get marketing right?
Godin: Start by understanding that no one cares about them. People care about themselves. Anyone who tweets about a brand or favorites a brand is doing it because it is a symbol of who they are–it is a token, it is a badge. It’s about them, it’s not about the brand.
Commitment is what is required to change minds. We change our minds because we have made a commitment because something moves us.