The recent proliferation in new channels (digital TV, native video, mobile messaging apps)
and new technologies like marketing automation, retargeting, custom audiences have made it more challenging than ever to strategize and deliver a consistent, inspired customer experience.
Modern marketers look at things like working dollars vs. non-working dollars. Conversions, leads and churn rate. Likes, comments, and shares. Retweets, reblogs, and reposts. CRM, CPM, CPA, and CPC.
The Modern Marketer is a Unicorn.
Ben Richards of Ogilvy entertained the crowd at the recent Percolate Client Summit with his comparison of the mythical creatures to today’s marketer, and when you think about it, he’s absolutely right.
The modern marketer is a unicorn because so much more is being demanded of human capital, but budgets rarely are enough to support advanced hires in every position. This means that it’s just not enough to specialize in one core area of marketing (ex. SEO, Social Media or Field Marketing) because every marketer needs to be as multi-skilled as the best utility infielder on the best MLB team. Problem is, it’s a lot harder to hire and keep these unicorns than it sounds.
There will always be a need for advanced positions, but there is clearly a new baseline for modern marketers.
Anyone working in a marketing role today needs to step it up. And companies need to hold themselves to a higher standard when it comes to the people they bring in to fill those roles.
So how do you identify, hire and keep talented modern marketers in your company? Here are three suggestions.
We’re all in this together.
You know what I mean, that deluge of communication that happens across any and every platform we maintain a presence on today.
We get emails, texts, and snapchats.
We get tweets, Facebook messages, and IMs.
And we send just as many, if not more, than we receive.
As we use the internet and social media to grow our networks, we gain the ability to meet many more people than previously possible. But good networking is not just about who we can meet and make that first contact with, it’s about who we can build lasting connections and develop trust with.
One of the easiest ways to build that trust comes from following up.
No matter if you’re interviewing for a new job, working a new lead from a conference, or just looking to further a conversation, following up is a key skill that can often trip people up.
Now I know it can feel somewhat awkward, and you don’t want to be annoying or too eager, but if you haven’t made an attempt to follow up, the connection can’t mean that much to you, and you can never expect to build anything.
So how can you approach the art of following up and break through the noise to develop lasting relationships? Here are a few tips that I’ve found seem to work for me.
This post was originally published by me on The Next Web
Humans are walking data centers and our interactions and behaviors, no matter how minuscule, are building a near infinite pool of aggregate data over the course of our lifetime.
This data can be used to improve the experience of our lives through analysis of our consumption, interactions and behaviors; in business today, data has become a competitive advantage and necessary component of product development.
Considered one of the sexiest fields to pursue (InformationWeek’s words, not mine), the data scientist is now assisting companies of all shapes and sizes make sense of these massive data sets to better inform business outcomes.
The field has become much more mainstream in recent years and forecasts are just as bullish on its growth.
Max Woolf (one of the most prolific tech blog commenters ever IMO) and an all-around smart guy put together this chart of the 3-word phrases with the most FB shares in Buzzfeed Article Titles. Pretty interesting information for anyone writing eye-catching headlines today.
The term “viral video” is one that evokes both excitement and groans when mentioned around people within the marketing world.
After all what’s viral? It means something to everyone.
Is it share-worthy? Do the masses relate?
Definitions aside, more and more videos like Shit Girls Say, or this News Anchor dancing to Where They At Doe are blowing up online and it has become natural to share these things online between friends, coworkers, and on social networks at-large.
With video projected to take up over 90 percent of the online content within the next decade, brands want in on this action.
But traditional commercials don’t cut it, which is why brands look to create these “viral” or shareable videos to achieve that same level of enjoyment to the viewer, standing out from their competitors while aligning themselves with the qualities or messages in the video.
This year more and more brands got involved with video online, be it on Youtube, Facebook, or shorter form with Vine and Instagram. Video consumption is taking off with advances in technology and availability of content.
Looking to 2015, we can only expect the number of branded videos to increase as platforms continue to mature and new ones emerge.
Below are our top 10 Branded Viral Videos from 2014, in no particular order. We tried to shy away from TV-first as much as possible and looked at their significance to the industry on the whole.