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Posts tagged ‘digital marketing organization’

4
Sep

Digital Marketing Transformation – 3 Strategic Pillars of Change

digital_marketing_transformation_pillars_of_change

 

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:

  1. building a customer centric organization
  2. Introducing a broad new skillsets
  3. Investing in backbone marketing technology

 

Let’s take a deep dive in each of these strategic pillars of change…

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17
Apr

The CMO’s Guide to Digital Marketing Organization Structures

CMO_guide_to_digital_marketing_organization_structures

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?

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28
Jan

Best-Of-The-Best Marketing Ebooks of 2015

best marketing ebooks 2015Marketing is changing rapidly. Some say it has changed more in the last 5 years than it did in the last 500 years.

Responsibilities of CMO’s are also increasing due to the shift in buyer behavior and the fast changing world of marketing technology.

We may very well be entering a golden age of marketing, but this is not coming without some cost.

That cost is visible as a whole new learning curve for marketers, who are starting to have to be more and more technical. And on the other side you have technical people, who are having to learn more marketing.

Modern marketing leaders, or aspiring modern marketers must learn to master the discipline of lifelong-learning by continuously reading, studying and experimenting in an ever expanding field of marketing expertise.

Today, like I did in 2014, I want to provide you with a selection of the best marketing ebooks that have been created in 2015. These marketing ebooks are part of my way of lifelong learning, and I want to share some of the best that I found in 2015 with you.

(if you are not interested in the little personal story that follow, just scroll down to find the list of best marketing ebooks of 2015 !) Read more »

30
Sep

5 Big Fundamentals of Digital Marketing Transformation

charles darwin_digital marketing transformationTransforming 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…

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31
Aug

Organizing for the Digital Customer Journey

Organizations in B2B and B2C increasingly need to organize for the digital customer journey.

It’s no secret that the buying behavior of customers is increasingly influenced through digital content consumption and digital interactions using smartphone apps, tablets, social media and now als wearables.

Baby boomers, generation X and millennial spend more time consuming content, up to 20% hours a week, according to a new study “The Generational Content Gap”, in which Fractal and Buzzstream surveyed over 1200 people about digital content consumption.

Companies need to respond by understanding this digital behavior, and rethink the organization. Internally, and externally. From a marketing perspective this requires a different type of marketing.

I usually call it modern marketing these days, because it’s difficult to cover this subject in a couple buzzwords.

But it boils down to:

  • applying modern digital marketing tactics,
  • a culture of digital optimization,
  • building a digital marketing technology backbone, and finally…
  • a new type of organization with new digital roles in the marketing department.

That’s a lot of change. Where do you start?

What is the initial spark that sets this change in motion?

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26
Aug

How to become a digital marketing organization?

digitally empowered buyersBuyers today have become more digitally empowered than ever.

It’s changing their buying behavior, which provides new challenges to those aspiring a digital marketing organization.

In this blog post I’ll cover:

  • the overarching reasons why marketing must change to keep up with changing buyer behavior 
  • how certain marketers are trying to trick the system, without any chance to success
  • why marketers are loosing ground against the digital adoption speed of buyers
  • what roadblocks you need to overcome to become a digital marketing organization

And at the end of the post, I’ll cover

  • 19 specific changes you can make in terms of organization, technology and tools, so you can become a digital marketing organization.

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