New Study Says 6 Changes Will Transform Marketing

 

According to a new research report published by the Economist Intelligence Unit and sponsored by Marketo, 80% of marketing leaders worldwide say they need to restructure marketing and almost one-third believe the need for change is urgent. The study highlights the rise of marketing as a leadership function with today’s companies. As Jon Miller, co-founder of Marketo, observed, “Business success today depends less than ever on your message or brand, and more than ever on the relationships your business builds with each customer. Marketing is on the rise and playing a dominant role in business growth – and it demands an approach that moves away from a transactional focus and instead works to strengthen the relationship with the customer. Marketers will soon be the primary function managing the customer experience, and making these relationships engaging will not only be essential to growth, but also to business survival.”

 

The study summarized six changes that marketers believe will be the catalysts for transformation. Following are those changes with my commentary.

 

Read the entire article here

 

Examine each of the changes and look for evidence of the change approaching, or evidence that you believe shows the change may not happen.

 

Evaluate the "pros" and "cons" for each change form a business perspective and consumer perspective.

A Look Back at NBC’s Digital Marketing Tactics for Super Bowl XLIX

 

On Super Bowl Sunday, the New England Patriots and the Seattle Seahawks weren’t the only teams facing off.

 

In the background, companies from across the country were battling for social media presence, as the event held in Glendale, Arizona was TV’s biggest occasion of the year. From small-time blogs to giant news sources, everyone was trying to attract the eyes and ears of viewers online.

 

Every year, coverage of the Super Bowl rotates through the different network providers. This year, coverage of the big game took place on NBC, but the network didn’t stop there.

 

Before the game, NBC announced a new campaign centered at dominating digital media throughout the weekend. Not only did NBC broadcast the game, they also tried to draw as much attention to themselves as possible through other online platforms, such as social media.

 

Before the game, NBC showed their dominance with advertisement by selling all of their available commercial slots for the game. The network actually set a new record for revenue generated in light of the NFL championship.

 

“Social Central,” NBC’s social strategy team for the big event, attempted to cover every social media platform possible. Last Tuesday, less than a week before the big game, NBC teamed up with Guinness World Records and Patrick Peterson, cornerback for the Arizona Cardinals, in an attempt to break the selfie world record. Pictures and videos of the attempt were covered throughout the weekend leading up to the game, giving NBC more publicity of their accomplishment.

 

Read the entire article here.

 

What can we learn fom the digital efforts used for the Super Bowl?

 

What digital approaches can be applied in other circumstances and situations?