This month, Get There has explored the need to replace the Old Marketing Value Chain with a New Marketing Value Chain.
We covered marketing’s goal throughout the past century: predictability. The more predictable marketing becomes, the better its tangible ROI as well as its intangible benefits will be. The gap between actual and ideal predictability has always been the source of waste and inefficiency.
In marketing, knowing how is no longer enough. To succeed in today’s digital marketing landscape, the savvy brand must know why.
That “why” must be data-driven. Data allows marketers to see the real impact of campaigns and strategies and to adapt accordingly, in real-time. The Old Marketing Value Chain employed a “Rules and Tools” approach. The New Marketing Value Chain relies on insights, strategy and the application of creative work and technology to achieve unprecedented marketing predictability. Data can now both drive marketing strategy and quantify its performance.
This is a time of transition for marketing departments. Many marketers struggle to illustrate the needs of today’s marketing landscape to their executives. Here too, data is key. Prove the impact of new marketing strategies with statistics, like those we presented in an earlier post, “Do This Today to Succeed with the New Marketing Value Chain.”
Reinvention is required, from both established global brands and disruptive newcomers. If you have questions about data optimization and analysis, don’t hesitate to get in touch!
Photo credit: Kristy via Flickr Creative Commons
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