When it comes to marketing in today’s digital and social world, I believe coming up with ideas is the easy part. There, I said it, and I have no doubt I’ll get pummeled by many of my colleagues for making that statement.
I doubt anyone would disagree that in the advertising industry, we love to celebrate creative thinking. But we must remember that creative thinking goes nowhere without people who can bring ideas to life. And that’s getting harder every day as technology gets a stronger foothold in the marketing world.
A 2013 Harvard Business Review article titled “Closing the Chasm between Strategy and Execution” got me thinking about how the “chasm” applies to advertising. And while I don’t say this lightly, the truth is, with the digital ecosystem being so complex and continuously evolving, finding talent with the skills to deliver flawless execution is much harder to come by these days than a creative mind to dream up the idea.
Mapping out the customer journey is a painstaking and methodical process, and I’m not talking about the old “Attract-Engage-Convert” model. I’m talking about the complex and convoluted path the consumer takes today, and the detailed planning we have to do for every step of it. For which device should we optimize? Where does the data live? How do we analyze the data? Are we following the rules of every social platform and exploring how to use each to our advantage? What technology do we use and why? What are the potential effects of those decisions? The list goes on and continues to grow every day, and people who can not only navigate these waters, but can also lead within them are invaluable.
But I have to say, they are hard to find these days.
So what is a marketing executive to do? Here is what I think: (more…)