Consumers’ omnichannel habits make marketing measurement problematic. It’s time to rethink what measures matter.
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.
Executives from Alaska Air, John Wiley & Sons, and Vans discuss how digital and customer expectations are changing their approach to marketing.
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.
If word of mouth (WOM) is technically a form of marketing, and customer experience is a driver of WOM—positive and negative—then brands that prefer positive WOM should do everything possible to ensure that their customer experience is worth talking about; that is, it’s outstanding, unique, extraordinary. Continue reading
Ginger Conlon 