How Technology will save Marketing
Bob Liodice, who runs the ANA, just posted a very insightful update on his blog. It's a strong point of view on how technology and marketing are forever interwoven...from here on end. Actually strike that, it's more profound than just saying technology is important...technology is in fact the single most crucial component that will bring marketing communications back to life and help navigate "beyond the 30-second spot" (their upcoming TV Forum theme)
It's funny. The original title of my book proposal was "How Technology will Save Marketing" (some of the interim feedback was "not sexy enough" and "not that bubble again" - aaaah, nothing like saying, "I told you so")
Liodice sums up technology's impact 4 ways:
1) Its impact on the consumer (chapter 7)
2) Its impact on media (distribution platforms - from blogging to iPods to PSP's)
3) Its impact on branding (chapter 8)
4) Its impact on measurement
He also introduces and outlines a suggested strategic platform for CMO's moving forward, which pivots on and around:
- Brand Building
- Integrated Marketing Communications
- Marketing Measurement and Accountability
- Marketing Organization
It is closely aligned with my belief that New Marketing is all about C.O.S.T. (plug for Russ) - no, NOT THAT COST, but rather:
a) Cultural
b) Organizational
c) Strategic
d) Tactical
It also plugs into another purposefully contradictory acronym from my coffers - R.E.A.C.H.
- Reject the Status Quo
- Embrace Change and New Marketing
- Accept a Higher Level of Accountability
- Challenge your external partners and yourselves to adapt....or die
- Hire and train like there's no tomorrow.
So apologies if you think I'm crowing, but I've earned it.
