Tracy is the vice president of Marketing at NetApp, where she oversees both interactive marketing and marketing operations ensuring global alignment for business success. Tracy leads NetApp’s global interactive program with the philosophy that an integrated approach delivers deeper, broader impact for accelerated growth.
C'mon! I was talking to a friend the other day and I asked "do you remember when tweeting was for the birds?" He said "What?"
C'mon!! Does anyone but me remember?
Tweeting was for the birds
A BOX was something that you put in the attic and,
Clouds were something that you looked at in the sky
Wasn't that just last year?
Rather a bold statement I understand but in today's highly matrixed, interconnected universe if Marketering professionals don't recognize that nothing stands in isolation they will find their brands trailing to the industrious, the brave and the integrated. One source, one linear plan will no longer work. Working in silos no longer works.
There are two camps of marketing professionals these days. Those who understand that integration is the wave of the future and those who believe that tried and true techniques of the past decade will continue to further growth and awareness. In the era of ubiquitous access to all things in all manners, the old way is dead. To even begin to achieve the thought of a successful marketing plan, marketing professionals need to recognize that Integration, from the early stages of product concept through to the execution of a lead nurture, is necessary to ensure that buyers have access to the data they want, when they want it. And, for B2B companies, it's even more crucial that they include the seller's journey into their integration strategies.
It's not just about messaging any more. IBM conducted a survey of over 1700 CMOs to discover what is needed to be relevant in the new marketplace. Not surprising, Marketing leaders and visionaries need to completely reassess what's important. Message boards and brand aren't relics but they certainly aren't going to be the thing that propels a company into the forefront anymore. Understanding the explosion of data, social media, the multiplying channels and shitfing consumer demographics are just a handful of the new things needed to be successful. Is it really about digital transformation or the total transformation of Marketing that we are undergoing? I'm thinking the latter.
Wednesday, May 16, 2012 at 10:46PM