Forty percent of marketers say they want to reinvent themselves, but only 14 percent actually know how, according to Adobe research debuted today at the Adobe Summit.
Search, social, content, and digital marketers probably agree it's an exciting time in marketing; but it can also be a confusing time; countless options to track data and our customers often leave brands overwhelmed and scratching their heads on how to make sense of it all.
Allow me to show you the bigger picture – a picture that we are part of regardless of our role in search, social, digital, and content – as we are all marketers.
The fact is, reinvention is at our fingertips, but sometimes seems slightly out of reach. While some may not know what solutions to explore, others may not know solutions are even out there.
I tend to choose my words carefully when people ask me about the future of marketing (the discipline) and the future of the marketer (the professional). Top of the list is 'integration'. The word and the concept are nothing new, but understanding how integration is actually manifesting into tangible ways of marketing is new to many.
Today, the reinvention of marketing and the marketer requires:
- The ability to pull together data from multiple sources in one place, process it in a standardized manner, and package it in a way a marketer can understand.
- The power to collaborate with other business units across a company and its teams when working on campaigns, so efforts are streamlined.
- The capacity to deliver a personalized experience to the customer based on a brand's understanding of who that customer is, what device they are on, and where they are interacting with the brand.
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