Marketing in the eyes of CMO’s is becoming increasingly complex. Embracing this complexity is not easy, as it requires changes in your organization, skill-set and technology. Embracing this change requires a digital marketing transformation.
But it’s a necessary change: the technology revolution and the increasing power of large dominant internet players are forcing modern CMO’s to rethink their strategy.
The action required required boils down to 3 strategic pillars of change:
- building a customer centric organization
- Introducing a broad new skillsets
- Investing in backbone marketing technology
Let’s take a deep dive in each of these strategic pillars of change…
Digital is everywhere. As a result, the pressure on leadership is increasing to redesign the marketing organization structure towards more customer centricity, customer experiences, data driven and personal marketing.
Marketing leadership is reacting by investing in new concepts such as content marketing, inbound marketing, marketing automation and (big) data marketing. But without the right organization, any of these new concepts is set for failure.
But today’s modern marketing organization is complex, and requires purposeful planning and a combination of talent, technology, and consumer insights in order to have a positive impact on the company’s bottom line.
In this blog post, I want to explore how you can structure your marketing organization, and answer the following questions:
- what skill-sets and profiles do you need?
- what organization structure do you need?
- what new functions and teams do you need?
- how will departments work together in new agile ways?
- how do you structure for content marketing?
- how do you organize for agile marketing operations?
A culture of content is an organizational environment and attitude that embraces and evangelizes the importance of content marketing and internal knowledge-sharing across the entire enterprise.
A business that achieves an internal culture of content is one that inspires employees—not just those in marketing—to create content for both internal and external consumption. If brands want to succeed as publishers long-term, their commitment to storytelling has to start with their company’s culture.
The question is: how do you do that? In this blog post I want to take you through a number of steps that introduce a genuine culture of content. Read more
Transforming a marketing organization to embrace digital marketing requires change. Some companies seem to make this transition seamlessly, and other are struggling.
The dream of agile marketing operations, 1-1 marketing, digital customer experience, intelligent marketing technology and digital customer journeys seem to be impossible to reach.
What are some of the big fundamentals driving digital marketing transformation?
In this blog post I discuss 5 critical “must-do’s” to get organized for Digital Marketing Transformation.
But organizing for digital marketing transformation is not without its challenges…
Organizing for content can be complex, very much similar to controlling a complex swarm-system, just like the swarm of birds in the picture.
Luckily you can get organized to control the complexity of content marketing.
In this blog post I want share in detail, using examples and best practices, how small, medium and large organization can get organized on different levels for content marketing:
Catching the attention of buyers is done differently today. In the digital world we live in today, classic interruption marketing is less and less effective.
Applying traditional marketing tactics in the online world doesn’t work.
In your case as a marketing professional, you are constantly looking for insight, trends, best practices and how-to-do stuff. You are blind for advertising, you use Google as your best friend, follow RSS feeds of major marketing blogs, and subscribe to newsletters. Right?
What catches your attention? As digital marketers we are constantly flooded with whitepapers, ebooks, ultimate guides and webinars.
Not all of them are of the same quality.
But sometimes you encounter brilliant, well researched, and extensive ebooks.
In this blog post I want to share some of the best ebooks I have found in 2014. Each and every piece is really useful, practical, visual, and something you want to save on your PC.
With the holiday period coming up, you might have some time to read some of them ;-).
* image by Mary(n_n)West, on Flickr.
The goal of any marketing initiative is to reach your business objectives. These business objectives can be very divers. You might want to create awareness around a new product, get more market share or sell more of an existing product in existing markets or new markets.
In practice you’ll create strategy elements and tactical elements that align with each of these different business objectives.
In the world of content marketing, that means developing content programs specifically aimed at each of these business objectives.
But once you get multiple content programs, or when your content programs become larger, it becomes complicated and difficult to keep you focused on the goal of a particular program. Read more