Marketing’s Digital Divide: It’s Just (Digital) Marketing


This article, Marketing’s Digital Divide, discusses the evolution and revolution of marketing and the challenges many marketing organizations face in achieving the synergies of inbound and outbound marketing.  It also addresses the opportunity to enhance the professional development of marketers and marketing management.

With a focus on optimizing the performance of one channel rather than testing and learning how channels influence each other, marketers are missing the opportunity to demonstrate how they can increase revenue growth and provide the customer experience expected.  With recommendations on organization design, approach to work, use of tools and commitment to data quality, the article identifies the benefits of organizing and working for an omni-channel world.

In the end:  It’s Just digital Marketing.

The Growth Strategy Group Sponsors Financial Communications Society Meeting in Philadelphia

The Financial Communication Society returned to Philadelphia with a presentation and panel discussion on “How Financial Marketers Get Content Right”. The event on April 2 was not only held in a historic and apropos venue, The Philadelphia Inquirer, but attended by financial marketers from Chicago to New York.

The panelists, Rusty RahmerEd NiniCynthia St. PierreJustin PoserJackie Monturano, were led by Erin Arvedlund who moderated. Some key themes:

  • the types of content being consumed continue to change and expand and require more resources to deliver
  • the importance of a comprehensive program brief that include goals, benefits and metrics that span the buyer’s journey from brand awareness to marketing qualified leads to closed transactions and retention
  • best practices for driving home corporate messaging in the context of local markets
  • the shift to product promotion from thought leadership
  • marketing ETFs on a shoe string.

Thank you Kevin Windorf and Rachel Block for a high quality discussion.