Thoughts on the Modern Marketer

 

 

 

The marketing landscape is changing dramatically. With all new marketing technologies, insanely deep metrics, and new platforms to reach consumers as old ones are quickly dying, it’s enough to make your head spin. Just like with any job in the 21st century, marketers have to stay quick on their feet and be able to adapt to anything and everything at a moment’s notice.

 

Marketing software to measure things like impressions, sentiment, engagement, earned media, and even identifying and predicting the success of campaigns before they begin are making marketing much easier to quantify, but also much more demanding. No longer can you send some mailers and hope people go buy your stuff or put a TV ad and hope that people were actually paying attention as your precious 30 seconds ran by.

 

It’s pretty amazing though, isn’t it? Now we know exactly who sees our content, how long they were looking at it, and what that can average out as far as value. On top of all that, it’s never been more cost effective to run campaigns by utilizing digital channels. Modern marketers must take advantage of these costs as first movers will see massive increases in the value they get from doing so. Facebook ads are still a steal, but think about how long they’ve been around- they’re getting so targeted and precise that the value will be, has to be, increasing in the near future.

 

Metrics have also been exploding in access and are only getting more deep and insightful. Marketers not only need to be creative, but understand statistics and numbers that can align to create and analyze campaign effectiveness. Risk taking becomes more difficult as numbers are more accessible so even understanding the pitch as to why you should try something is challenging. Why should we try a magazine ad that has no idea how many people will actually do something with it when we can do a PPC google ad (although those are arguably way overpriced for the use). These metrics can also be powerful as well and using them to measure campaign impact can be extremely useful in understanding the value marketing is bringing to your team and organization.

 

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Platforms and channels are also increasing in number and therefore adding pressure to be creative in order to appeal to the users in those channels. Let’s take musical.ly for example. Musical.ly has the possibility to be the hottest way to hit the preteen generation, they love it. It eerily reminds me of Vine 2.0, with people singing, doing skits, and creating humorous videos. Celebrities and influencers are tapping into it to get their fans directly involved and performing alongside with thousands of people. How cool is that? Being featured on someone you adore’s quick video because you were rocking out or playing along too? That’s so impactful, especially to a younger demographic who get to have their 5 seconds of fame and brag to their friends. Brands haven’t entered the platform in any significant way just yet, but think about the interaction possibilities there.Ford could put on a dance off with a celebrity, tapping into two audiences for someone to win a car in a series of competitions spaced out over a month. It’s American Idol where everyone has a chance to be on it- that’s a pretty simple idea, but I’m excited to see what marketers come up with to fully utilize the engaging platform (sidenote: I think this engagement is the future, Facebook Live and Twitter Live is a stepping stone into actually being a feature of the programs).

All in all, there’s more change than ever. TV isslowly dying to platforms on demand like Netflix Facebook and YouTube, Ad spend is switching from traditional to digital more and more each year (and by a massive margin), and our insights into how we are impacting and affecting consumers is more detailed and not at the mercy of the channel in many cases. Consumers have more power than ever and more ways to express their opinions and spend on brands, but so do brands. As marketers, we can now reach out and impact consumers in so many ways and find more and more personal, engaging methods to do so. We just have to learn to adapt, be ok with change, and go where our customers are. It’s a wild world right now, but we are living in a time that hasn’t experienced this much change since TV and radio came out, and that’s really amazing to think about.