I was recently honored with a Silver Apple lifetime achievement award in marketing. Here’s what I had to say.
The Direct Marketing Club of New York hosted its annual Silver Apple Awardslast night. The lifetime achievement award honors those who have contributed greatly to the direct marketing industry over the course of their careers. I was fortunate to be among this year’s honorees.
I’m so ecstatic about receiving the award I want to share the moment with all of you. So, here, my acceptance speech:
CMOs and CIOs speak different languages; taking time to translate each other’s priorities goes a long way toward accomplishing them.
CMOs have a relationship problem. They need to win the hearts of their CIOs, but when it comes to communicating, the two are more like cats and dogs than colleagues. In fact, only 9% of marketing leaders surveyed think that IT understands what they do, and just 19% of IT leaders polled feel understood by the marketing leaders they work with—according to the Rackspace study “Marketing and IT:Overcoming a Cats and Dogs History to Create a Seamless Customer Experience.”
Digital disruption is here; customer insight can help companies be disruptors instead of being disrupted.
“Digital disruptions are threatening business norms,” Shar VanBoskirk asserted during her keynote at Sailthru Lift 2015.
But far too many businesses are unprepared for this new digital reality, said VanBoskirk, VP and principal analyst at Forrester Research. According to Forrester, 79% of e-business professionals surveyed think that their CEOs have a solid plan in place to become truly digital businesses. “What keeps us from being digital is that we don’t know how to disrupt ourselves,” she said.
About a century ago merchant John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Since that time everything—and nothing—in marketing has changed.
When does marketing pay off most? When it’s all about the customer.
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:
A siloed approach to marketing is fast becoming outdated. “Optichannel” marketing is the future, one pundit predicts.
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.”
Is it even possible to be a marketer today without being exhausted all the time?
“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.
Both can make a brand hot stuff if marketers use data to steer CX, says one data scientist.
“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.”
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.