When does marketing pay off most? When it’s all about the customer.

people holding hearts

The good news is that the Direct Marketing Club of New York has announced the honorees of its 2015 Silver Apple awards, as well as a special Golden Apple. The great news—for me—is that I’m among this year’s honorees. I’m sharing this news with you because I’m absolutely bubbling over with excitement. Here’s why:

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A siloed approach to marketing is fast becoming outdated. “Optichannel” marketing is the future, one pundit predicts.

smartphone with flying icons

Chandar Pattabhiram is so passionate about customer-centric marketing that he’s launched a thought leadership agenda proclaiming the death of mass advertising. “Mass advertising is a frog in hot water,” says Pattabhiram, VP, product and corporate marketing at Marketo, “but just doesn’t know it yet.”

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Is it even possible to be a marketer today without being exhausted all the time?

lightbulbs

“Marketers have to be present everywhere today.”

That assertion, from Andy Main, principal with Deloitte Consulting and U.S. leader of Deloitte Digital, is one of many he made during a lively discussion we had on marketing trends. Main also pointed out that “people want always-on innovation.” As a result, a six- to nine-month strategic planning cycle in marketing is becoming a thing of the past.

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Both can make a brand hot stuff if marketers use data to steer CX, says one data scientist.

people back to back

“The old models [of marketing and tech] don’t play well in modern marketing, because marketers can’t react fast enough to customer actions,” RedPoint Global VP of Product Strategy Jason McNellis told me shortly after he joined the data management solutions provider. “Some customer data, such as location, is valuable for only a brief period of time. What that data provides is what I call perishable insights.”

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Consumers’ omnichannel habits make marketing measurement problematic. It’s time to rethink what measures matter.

ruler

Marketing measurement has gone from difficult to, in some cases, practically impossible.

Consider: According to Forrester Research, 68% of customers use Internet-connected devices while watching TV. “This makes measuring extremely difficult,” Forrester analyst Tina Moffett said during her session at Forrester’s 2015 Forum for Marketing Leaders.

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Executives from Alaska Air, John Wiley & Sons, and Vans discuss how digital and customer expectations are changing their approach to marketing.

Driving marketing forward

Yvonne Genovese kicked off the Gartner Digital Marketing Conference reminding attendees that, in marketing, old and new are colliding: “The theory of ‘right’ [right customer/message/time/channel] is still here,” the Gartner group VP said, adding the caveat that the explosion of channels has many marketers challenged to get “right” right. “You have to find customers where they’re living,” she added. In many cases, she said, this means rethinking how marketing is organized, adding or changing roles, and learning new skills.

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Avanade’s CMO asks and answers questions troubling many marketing leaders today.

Winning the marketing race

“Everything is changing from a marketing standpoint,” Avanade CMO Stella Goulet said when we met to talk trends. “The fastest way to get to a mass [B2B] audience in the 1980s was the fax machine. Now, there are so many choices and so marketing is so complicated.”

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Consumers make irrational purchase decisions; help them choose you.

compass and maps

A friend once said to me, “When it comes to shoes, ‘need’ is a relative term.” We’ve all experienced a similarly loose definition of need when making purchase decisions.

As Shar VanBoskirk, a Forrester Research VP and principal analyst, pointed out in her keynote at Forrester’s 2015 Forum for Marketing Leaders: Most choices are the triumph of “something” over reason.

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