Digital Marketing Makes the Marketers of the Future, the Marketers of Today
I might have wrapped up my blog series on the marketers of the future back in October, but digital marketing is hotter than ever. We’ve only just begun to explore the frontier of digital marketing and it continues to drive innovation in the marketing space. With that in mind, I wanted to spend a little time with you before we really get ramped up for this year’s Marketing Velocity event to talk about how digital marketing has changed the traditional marketing landscape, and a little about what has changed since last year’s event in Chicago.
Before we start, however, if you want a refresher on all the super heroes we discussed at last year’s Marketing Velocity, just review my blogs on each here:
- Wonder Vision – The power to see what no one yet can see
- Alchemist – The power to blend art with science in a way no one can ignore
- Super Voice – The power to reach millions at the same time
- Data Man – The power to turn piles of data into competitive insights and deliver real marketing value
- Mega Mentor – The power to get the most from others
Marketing in the past
I’m sure many of us remember marketing before the Internet; marketing before smartphones; marketing before apps of any sort! Now, with the ever increasing pace of change we are seeing in all technology, marketers have adapted and evolved to take advantage.
We now have access to real-time data. We have analytics that can show us, down to the user level, how any individual is behaving on our web sites, in our apps or while reading the emails we send them. How exactly has that type of in-depth information changed marketing? Well for one it’s invented things we never dreamed about when the exchange of information was slower.
The explosive growth of digital marketing has given birth to blogs, segmented emails, targeted pop-up ads and a great deal more, including some exciting developments happening now. It has pushed us away from the old tropes of mass emails and massive direct mail campaigns, and pushed us into the present, where we target those emails by interest, we target news by partner type, and we can even customize web pages based on user interests.
Marketing in the present
As David Meerman Scott mentioned at Marketing Velocity last year in Chicago, how great would it be to not just influence customers broadly, but to provide them with the right information at the time they are ready to purchase. His presentation last year was a great example of our characters of Super Voice and Data Man. If you missed it, I highly recommend you catch the replay. Using data to drive your customer engagement levels, and using social media to broadcast information that your customers seek are absolutely things we should all be doing today.
When addressing those that can blend everything together in digital marketing, the Alchemists, Scott McKain spoke about creating distinction in every phase of business. He is an expert in blending all the aspects of marketing together and making sure your company stands out. Having these folks on your teams ensure someone is there to blend all the different elements of digital marketing together. They also make sure your team members are working together effectively so that your digital strategy is executed in the same way across the company.
Jonah Berger spoke last year on word of mouth and why certain things catch on in the industry. This is another interesting look at our Super Voice team members and how they contribute in the present to expanding the scope of your business. Be sure to watch the replay of Jonah’s session if you missed it last year. His presentation is a great blend of the traditional marketing that still has to happen, mixed with the newer marketing of social media and digital. He explains why it’s so important for you to maintain a consistent brand across all your marketing elements.
Finally, Brian Solis is a digital analyst who studied the effect of emerging technology on business so he had a unique take on just how digital marketing is changing the game. Catch a replay of his session if you want to learn a little more about how the changing role of marketing is affecting the enterprise.
Each of the main speakers from last year had insightful looks at what it meant to be a “marketer of the future.” However, now that we are fast approaching Marketing Velocity 2015, those marketers of the future are already becoming the marketers of the present. So what’s next?
Marketing in the Future
We will all have a chance to talk more about what’s new in marketing in just a few weeks at Partner Summit 2015 and Marketing Velocity 2015. Again, I am looking forward to seeing some of you in person and for those of you not joining us in Montreal this year, I urge to take advantage of our virtual event. (We will have more information on Virtual Partner Summit available for you soon.)
I am excited to have the opportunity to meet with many of you again at the combined events this year. Those of you attending Marketing Velocity will also be part of Cisco Partner Summit. Blending these two events together gives sales and marketing an unprecedented opportunity to interact throughout the week at these events. What is new this year in marketing that can support sales and drive the business outcomes that our customers seek? Tune in to find out!
We have quite a bit planned for these events that I can’t share just yet. However, let me know what you’re looking forward to discussing at Marketing Velocity and Partner Summit this year. I can’t wait to hear what interests you. I’m sure a lot of it aligns with what we’re planning.