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.

Hyatt Hotels Corporation Hosts Social Media Club of Chicago

Hyatt Hotels Corporation welcomed the Chicago Chapter of the Social Media Club on October 23rd.  Caroline Jones, Executive Director of SMC, moderated an insightful panel discussion with Gloria Kennett and Jonathan Pinkerton both of Hyatt.

The topic:  role of social media and influencers to excite consumers about Hyatt properties by articulating an experience at a luxury property that will move them to make a reservation at that property!

Thank you Gloria and Jonathan for your hospitality as well as sharing the inside scoop on techniques for driving reservations.

 

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.

 

Panel Moderator at Chicago AMA MarketingTech Smart

Marianne Hewitt, Founder and Principal Consultant of The Growth Strategy Group and board member of the Chicago Chapter of the American Marketing Association (CAMA) responsible for Analytics and the MarTech SIG, moderated a panel at CAMA’s annual MarketingTech Smart Conference to summarize the day’s learnings.

Takeaways from the panel discussion:

  1. Keep the MarTech stack simple (KISS).  While there are over 5,000 vendor products/solutions to choose from, there are only 6-8 core solutions needed to market (aka grow revenue) successfully.
  2. Content should reflect authenticity and transparency and, again, KISS.
  3. Last but not least, keep doing more with less and with a spirit of continuous improvement with a constant watch for alignment with vision and strategy.

 

 

 

Coca-Cola Nixes Global CMO Role in Corporate Reorganization: Continued Evolution

This is not necessarily a bold or new move but consistent with the trend of the CMO being responsible for the end-to-end CX. A survey conducted two years ago by The Growth Strategy group and BMA Chicago, Minnesota and Wisconsin spoke to this evolution.

The tweak is that an additional layer (CXO) is being added organizationally to get marketing and CX under one umbrella.

ABM @ The North Shore (Chicago) Modern Marketers Forum May 11, 2017

The North Shore (Chicago) Modern Marketers Forum met recently to discuss Account Based Marketing (ABM) with Charlie Liang from Engagio leading the discussion.

Having the technology to automate the account management targeting processes we’ve used in the consulting and software industries for some time is a real productivity boost.

There is immediate benefit to all professional services subsectors and B2B businesses.

‘Tis the Season for Modern Marketers

What an exciting week!

Here in Las Vegas, Oracle’s Modern Customer Experience is underway.  Last night,  Chicago did well in the Markies with Morningstar (Best Lead Management program) and Avon (Best Overall Customer Experience) receiving honors.

Those of you attending Marketo’s Summit in San Francisco, the speaker lineup is pretty awesome. If you can’t attend, register free for the keynotes which are being live streamed.   Steve Lucas’ keynote was visionary, inspiring and energizing.

Last, but not least, Kellstadt Marketing Group’s 9th Annual Symposium TellAStory will be held on Saturday, April 29. Register.

Key themes in all 3: CX including customer journey mapping and storytelling. The Engagement Economy. And, of course, ABM.

Marianne Hewitt facilitates 2017 priorities for Chicago AMA’s MarTech SIG

Chicago AMA launched its new MarTech SIG (Special Interest Group) Thursday evening, April 6, 2017 at TangoCode in the West loop.

The theme of the session was “Understanding end-to-end Marketing Technology Enablement”, the first of four MarTech SIGS to be conducted this year.

The group of over 20 attendees was led by Marianne Hewitt, Growth Strategist and Marketing Technologist with The Growth Strategy Group.  Marketers’ budgets and priorities for 2017 were presented, MarTech was defined and its scope was discussed and, most importantly, the group was surveyed for preferred topics in the 3 remaining SIGS in 2017.

Attendees overwhelmingly selected

  • Customer Experience
  • Analytics
  • Content Marketing and
  • Marketing Technologies

as the highest priority topics of interest for future meetings.

The date for the next SIG will be announced shortly and will be held during May or June.

Chicago AMA introduced Charley Orwig as Director of SIGs at this event.

 

Marianne Hewitt panelist at KMG Digital Marketing Event

The Kellstadt Marketing Group staged another fabulous event for students and alumni on Friday February 24 at DePaul’s Coleman Entrepreneurship Center in Chicago.

The topics discussed by the power panel of marketers were Marketing Automation, SEO, Content Marketing, Social Media, mobile marketing and last, but not least, careers in digital marketing.

About the panel.

Anna Gong, President of KMG, produced the event.

Register for KMG’s 9th Annual Marketing Symposium – #TellaStory