Quantcast
Channel: The Collaborative Marketer » Brand
Viewing all articles
Browse latest Browse all 2

Bridging the gap between brand and digital marketers

0
0

200133924-001In my last post, I wrote about getting started with customer experience management. How it starts with moving towards becoming customer centric and is less about technology, than it is about process and orientation. I’d like to explore this concept a bit more from the perspective of the friction that continues to exist between most brand marketers and digital marketers. At times, it almost feels like a greater distance between them than the vaunted divide between the CMO and CIO.

Brand marketers are all about engaging with people, regardless of if they are customers or not, from primarily an emotional point of view. If your creative makes a connection with the audience, they will remember and have a positive affinity towards your brand, eventually resulting in the purchase of products, brand loyalty and hopefully advocacy.

Digital marketers, whom have evolved from the ranks of direct marketers, are all about targeting, measuring and seeking the holy grail of 1 to 1 engagement. They rely heavily on data; analytics and dynamic publishing to treat people differently and hence increase the likelihood of their purchasing product and becoming loyal customers.

I’m sure it’s obvious to everyone that both approaches are not only valid, but also necessary in the overall goal of providing engaging, relevant and persuasive experiences along the entire customer journey and lifecycle. The only real difference is the set of tools applied to each stage of the journey, the distribution channels and the metrics used to define success.

But it’s that emotional versus data approach that seems to create the most friction. Couple that with arguments about measurement, attribution and effectiveness and you get more piss and vinegar than you do milk and honey.

What’s the answer? Begin looking holistically at customer experience and less about click through rates, frequency and reach or awareness. Begin leveraging the intelligence available from data to inform the creative messaging that is the key to engagement. And come together to understand that marketing is a blend of art and science, not one or the other.

Break down the myopic silos we’ve created between each other and then the technology, channel, and measurement silos will fall as well.



Viewing all articles
Browse latest Browse all 2

Latest Images

Trending Articles





Latest Images