I am sure every­one has been fol­low­ing Adobe Mar­ket­ing Cloud’s zany #Met­ric­sNot­Myths cam­paign quite closely. If you haven’t, the videos not to be missed are the ones where mar­ket­ing “gas­bags” get zapped with the BS detec­tor; the dig­i­tal media con­sul­tant gets assaulted till he agrees that social media ROI can “def­i­nitely” be cal­cu­lated, and the robot that gets fired after 5732 days on the job as it was “good on the math but not on the analytics”.

With all the talk about met­rics, I thought my blog could focus on the facts that will carry us for­ward. This took my mind to think of other realms where myths often over­take facts. I pon­dered over many aspects of his­tory, reli­gion, and cul­ture to finally real­ize that the upcom­ing Thanks­giv­ing week­end was the per­fect start­ing point. While the his­tory of the cel­e­bra­tion is usu­ally accorded to the “good har­vest” feast shared by the Pil­grims with natives in 1621, the word ‘thanks­giv­ing’ is said to be asso­ci­ated with the cel­e­bra­tion is in 1623 whereas there exist claims of ear­lier thanks­giv­ing cel­e­bra­tions such as a reli­gious ser­vice by Span­ish explor­ers in Texas at San Elizario in 1598, or a Span­ish feast in Saint Augus­tine, Florida in 1565.

Many debates also rage over the turkey being the essence of the feast. Records ascribe the tra­di­tion of eat­ing turkey to Vic­to­rian Thanks­giv­ing feast (who inci­den­tally also made it a national hol­i­day!). Over the years sev­eral peo­ple have tried to sep­a­rate the myths from the facts about the ori­gins of Thanks­giv­ing, but I guess no one summed up all the debate more sum­mar­ily than James Baker who called it “a tem­pest in a bean­pot”.

 

Now while Adobe has suc­cess­fully cre­ated more than just a minia­ture tem­pest with the myths cam­paign, here is my take on the facts that will gov­ern our dig­i­tal mar­ket­ing efforts through the next year:

Fact # 1: Your data needs your atten­tion if not your love too. Irre­spec­tive of whether your chal­lenges lie in deal­ing with Big Data or with just a giga­byte data­mart, enter­prise mar­ket­ing data across the globe is yet to be of accept­able qual­ity and integrity. The mar­riage of lead data with cam­paign data at the one end and with sales con­ver­sion infor­ma­tion at the other is still a dis­tant goal. How much of your time next year, do you plan to devote to get­ting data right?

Fact # 2: Invest­ment and strat­egy for dis­play cam­paigns can be con­tin­u­ously opti­mized. With con­stantly chang­ing tar­get audi­ence behav­iour, more chan­nels of reach­ing them, increas­ing global reach of brands and newer avenues of plac­ing your ads, the world of dig­i­tal adver­tis­ing was never as abuzz. As a result there will be a con­stant need to test the waters, assess the results and thrive in the vor­tex of opti­miz­ing ad spend.

Fact # 3: Social media will be a part of your mix and its ROI can be ascer­tained. Since the mar­ket­ing con­sul­tant in the slap video threat­ens to call the police on the cus­tomer, I am not sure if he under­stood how wrong he really was. Social media sites are here to stay. While some may fade away, there will con­tinue to be some big and pop­u­lar play­ers who will attract a large por­tion of your tar­get audience’s dig­i­tal ‘share-of-time’. So mar­ket­ing on social media will con­tinue. The ques­tion you need to ask is how math­e­mat­i­cally you intend to do it.

Fact # 4: You will need to address more cus­tomer / vis­i­tor seg­ments. More prod­ucts, new geo­gra­phies, more smart­phone / tablet users, con­stantly inter­min­gling world, new mar­ket­ing cam­paigns, and more data – the future only holds out more of every­thing for the mar­keter (as our CMO, Ann Lewnes, said in her blog – “There’s never been a bet­ter time to be a mar­keter.”). So you will have to con­tinue seg­ment­ing your tar­get audi­ence and address them in a cus­tomized manner.

And on a related note,

Fact # 5: You will deliver mar­ket­ing expe­ri­ence and not con­tent. With the fun­da­men­tals of your dig­i­tal mar­ket­ing land­scape sat­is­fac­to­rily laid out, you will need to deliver per­son­al­ized dig­i­tal expe­ri­ences to known tar­get seg­ments through web­pages and campaigns.

Fact # 6 any­one? Do add your thoughts on myths and facts in the com­ments sec­tion. Till the next blog!

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