Transform Your Marketing
Whether you’re in a large business or you’re an entrepreneur, you’ve seen that how products and services are marketed has changed dramatically in the past several years. Our social, mobile, always-on, data-driven, analytical, highly-personalized world is changing at a pace never seen before.
How your message reaches the world is changing as fast as the technology changes. And the role of marketing has shifted, requiring marketers and business leaders not only to understand traditional marketing but also to mine data to make decisions.
Adele Sweetwood has just released a new book, The Analytical Marketer: How to Transform Your Marketing Organization. As Senior Vice President of Global Marketing and Shared Services for SAS, she guides marketing strategy and go-to-market programs. Her research and 30 years of marketing leadership make her the perfect executive to explain the shift in messaging and what to do about it. I recently asked her about the changing nature of marketing and analytics.
“If you don’t like change, you’ll like irrelevance even less.” –Eric Shinseki
Deliver A Great Customer Experience or Risk Extinction
Being a customer-centric business was once the exception, not the rule. Now businesses across all industries need to deliver a great customer experience or risk extinction. Marketing can lead this transition by defining what a meaningful interaction looks like for that business’s consumer. The best marketers today have a keen sense of, and clear focus on, the demands of the customer, through sophisticated analytics and data-driven methodologies. In our digital “always on” world, where we’re continually collecting copious amounts of real-time data about our customers, marketing is in the best position to own and leverage that data to understand and service the customer in ways that weren’t possible before.
“It is a capital mistake to theorize before one has data.” –Arthur Conan Doyle
Develop Multiple Skills for Success
Since we learn that a numbers-orientation is left brain whereas creativity is right brain, is it really feasible to be equally skilled at both?
I don’t believe anyone is exclusively left-brained or right-brained. Being more analytically-oriented or more creative can certainly be innate in someone, but with training, new skills can be learned and developed. Marketers have traditionally worn many hats, so flexibility has been a long-standing component of the job. While a member of my team may not need to tap into her entire skillset every day, she absolutely needs a wide variety of skills that include analytics, social media, storytelling, and creativity to be successful.
You say that marketing is traditionally reactive: Launch, wait, try again. What’s changing?
The reactive approach to marketing simply doesn’t fit into a customer-centered business culture. Marketing now is more about science or math that is driven by an influx of data, channels, mobility, and, most importantly, changing customer demands. Analytics is driving campaigns. As a marketing department, that means leaning more on the work of folks who help analyze behavioral data and the digital footprint of our customers and prospects.
In fact, some of the most interesting work within our marketing department at SAS comes from those focused on data forensics. This is the practice of using data discovery to establish the facts of a marketing activity, a campaign, or a broader initiative. But beyond the basics of data digging, data forensics incorporates intangibles. They are the piecing together of anecdotal and qualitative tidbits along with quantitative data to develop a rich picture of what is working and what isn’t. With that data and analysis, we’re creating campaigns that are more focused on where customers are in their decision journey and what they are looking for. We’re not blasting an email campaign and waiting for results – we’re a step ahead.
As you talk with marketing leaders across different fields, what are some of the common challenges they are facing?