Digital Marketing
Are you like me? Do you find yourself continually deleting advertising emails; flick passed a Facebook or Twitter advertisement, even closed down an online video because of the continued digital advertising? This bombardment of online advertising has caused me to ask if we, the consumer, are over digital marketing. Businesses continue to push products and services but is it working? Could they be doing more harm than good? Are businesses losing fundamental marketing skills because digital marketing is seen as a quicker, easier and a more cost effective marketing tool? To answer my questions I did some reading.
In June 2014 Jordan Weissmann (@JHWeissmann), the senior business and economics correspondent for online magazine Slate wrote an article reiterating my sentiment. Mr Weissmann did go one step further by claiming that businesses have no idea if online advertising really works. I personally would not say businesses have no idea whether it works or not however, I believe that many companies do not have the ability or capability to monitor how effective their digital marketing really is. My belief is supported by Adobe Systems Incorporated who published a report titled “DIGITAL DISTRESS: What Keeps Marketers Up at Night”. This report shows that only 40% of the marketing professionals surveyed think their companies marketing is effective with 68% feeling that there is not more pressure on them to show a return on investment (ROI). This alarming admission by marketing professionals made me even more confused.
As marketing professionals isn’t it their responsibility to ensure the company’s marketing strategy is effective while assessing the ROI on campaigns and or dollar investment made by the company. Why would marketing professionals feel more pressure to justify spend when they should be doing this as part of a business case and in the reporting processes? B2B Marketing, an international information provider for business marketers, lists marketing planning and strategy along with measurement and reporting as two of the top five fundamental skills marketers need to be successful. They even say “there’s a stack of digital tools out there to help you make sense of the numbers” assisting marketers build a business case and or justify investment.
Given the increase in technology, avenues to market and tools available why are marketers believe they are under so much pressure and feel the need to bombard the consumer with a multitude of popups, tweets, emails, posts, videos, etc. Are we becoming marketing professional who feel they need to do what everyone else is doing because we are unable justify our ROI, a key marketing fundamental, so we the easy option of an email blast, internet popup, Facebook post or text message.
Have we lost fundamental skills in developing marketing plans, measurement and reporting along with marketing customer insights? Has the skill of understanding what the consumer really needs and wants been replace by decisions based on assumptions or companies selling us the “space” are telling us this is what your customer need and want?
Originally published on: http://marketingdigital101.weebly.com/
In June 2014 Jordan Weissmann (@JHWeissmann), the senior business and economics correspondent for online magazine Slate wrote an article reiterating my sentiment. Mr Weissmann did go one step further by claiming that businesses have no idea if online advertising really works. I personally would not say businesses have no idea whether it works or not however, I believe that many companies do not have the ability or capability to monitor how effective their digital marketing really is. My belief is supported by Adobe Systems Incorporated who published a report titled “DIGITAL DISTRESS: What Keeps Marketers Up at Night”. This report shows that only 40% of the marketing professionals surveyed think their companies marketing is effective with 68% feeling that there is not more pressure on them to show a return on investment (ROI). This alarming admission by marketing professionals made me even more confused.
As marketing professionals isn’t it their responsibility to ensure the company’s marketing strategy is effective while assessing the ROI on campaigns and or dollar investment made by the company. Why would marketing professionals feel more pressure to justify spend when they should be doing this as part of a business case and in the reporting processes? B2B Marketing, an international information provider for business marketers, lists marketing planning and strategy along with measurement and reporting as two of the top five fundamental skills marketers need to be successful. They even say “there’s a stack of digital tools out there to help you make sense of the numbers” assisting marketers build a business case and or justify investment.
Given the increase in technology, avenues to market and tools available why are marketers believe they are under so much pressure and feel the need to bombard the consumer with a multitude of popups, tweets, emails, posts, videos, etc. Are we becoming marketing professional who feel they need to do what everyone else is doing because we are unable justify our ROI, a key marketing fundamental, so we the easy option of an email blast, internet popup, Facebook post or text message.
Have we lost fundamental skills in developing marketing plans, measurement and reporting along with marketing customer insights? Has the skill of understanding what the consumer really needs and wants been replace by decisions based on assumptions or companies selling us the “space” are telling us this is what your customer need and want?
Originally published on: http://marketingdigital101.weebly.com/