Marketing by robots?
Technology has disrupted many industries, radically changing the roles of those that work in them. Thirty years ago, every medium or large organisation had a typing pool, with secretaries that took dictation and then typed letters, tippexing over any mistakes. Insurance was primarily sold face to face through brokers, while buying a CD involved a trip to the nearest HMV or Virgin Megastore.
It is now marketing’s turn to feel the impact of technology change. When I started in PR 20 years ago, technology essentially involved a desktop PC, a landline and a fax machine. I remember setting my heart on being promoted in order to ‘earn’ a work mobile phone and the excitement when internet access and email arrived. Things have changed a great deal, but essentially by simply automating existing processes. Rather than physically posting press releases to journalists, PRs now send an email, and marketing campaigns are now integrated and include digital channels. And you could argue that these changes have benefited PR and marketing – the sector is larger than it was, with more senior level practitioners.
However, digital business as usual is no longer enough. Marketing is now being transformed by technology, with those working in it enabled by a whole range of new tools and abilities that completely change how the entire industry operates. This is being driven by three key trends – the rise of Big Data, social media, and improved, end-to-end measurement tools.
1. Big Data – beyond the hype
We live in a world where data is being created an astonishing rate. And much of this data is personal information created on social media and consequently of interest to marketers. You can select target audiences to advertise to using the most narrow of parameters – if you want to reach one armed female ferret fanciers in Altrincham it is easy to do. But to make Big Data work for marketing, you need to learn technical and real-time analytic skills that can be at odds with the traditional annual or six monthly campaign-based approach that many people were brought up on. You also need flexibility, a desire to experiment to see what works, a willingness to learn from mistakes and a focus on constantly adapting and improving what you do.
2. Social Media – the balance has shifted
The relationship between marketers and consumers used to be balanced firmly in favour of corporate suits. Campaigns were launched at their target markets, and while there was some market testing, it was normally late in the process. Social media changes all that – consumers have the chance to have their opinions heard by a global audience instantly, uncontrolled by marketing organisations. The latest example of this is the Comcast case, where a call to cancel an internet connection degenerated into the customer service agent berating the consumer for having the temerity to try and leave. Over 3.5 million people listened to the customer’s recording of the call in just a few days. Marketers have lost control of the conversation.
3. You can measure everything
One of the traditional issues with PR used to be that it was difficult to measure. At a simplistic level you could count clippings, or even assign them a monetary value based on advertising rates, but these were crude and didn’t link to other marketing disciplines. Now you can measure everything, seeing exactly what a prospect has viewed on the way to a purchase and use Big Data algorithms to weight the relative impact of every contact on the eventual sale. Software enables you to link different channels seamlessly, so in terms of PR and social media you could see how individual articles or tweets have moved the customer journey forward.
So, some of the skills that marketing people took for granted as useful – empathy, the ability to schmooze and being good on the phone/in meetings – are no longer enough. You need to be able to use technology as a lever to better understand customers in a scalable, real-time way, and have the strategic skills to create content that will best reach them. For a traditional industry such as marketing this does mean changing how people operate – which can be uncomfortable and even threatening to experienced marketers. However the prize is worth fighting for. Marketers have the chance to not only prove the value of what they do, but increase their own standing within their organisations by taking a more strategic role. All they need is an open mind and a desire to embrace their more analytic and technical sides.
July 23, 2014 - Posted by Chris Measures | Marketing | big data, Comcast, content marketing, marketing, marketing technology, optimisation, PR, Public Relations, Search engine optimization, social media, twitter, Virgin Megastore
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Why Revolutionary Measures?
Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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