Tag Archives: Watch

How Do You Leverage Digital Marketing? Six Points

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Situation: In traditional marketing, many marketers have been more focused on activity than results. In the digital environment, top marketing organizations need to become better at listening to their customers, watching them, and tracking their purchase decision behavior. What does this mean for the marketer? How do you leverage digital marketing?

Advice from the CEOs:

  • The digital world has changed marketing. The traditional marketing campaign was led by creative staff. Marketing was directed by media players and large publishers. Once a campaign was developed the pitch was “buy lots of impressions and customers will come.” During the dot.com boom and into the 2000s there was a shift to ROI – spend $x with Google, get y clicks that will yield z buying customers. This was transactional and could be expressed relatively simply.
  • Behavior has changed. The model has become more collaborative. A potential customer expresses interest and a need. A supplier offers a solution. The potential customer verifies and validates the offer through online communities – LinkedIn, Twitter, Facebook or other platforms, and may eventually make a buying decision based on what they find along the way.
  • The buying decision today is very different from the traditional offer-driven process. All of this can happen in minutes.
  • For the marketer, this means moving far beyond the simple advertisement. A presence is required on multiple social media sites, in addition to their website, to woo potential customers. This is expensive and requires a different level of resource commitment. Therefore, it is important to attribute the appropriate value to each online presence that the customer engages as they evaluate their buying choices.
  • This requires developing complex metrics, which change real time as customer behavior changes, so the marketer can track and understand customer behavior and adapt the offer to the individual needs of the customer. As individual consumers increasingly engage and employ new forms of digital technology the challenge to marketers only increases.
  • The digital marketer who will thrive will develop a sophisticated, metric-driven understanding of the multiple touchpoints and social interactions of a given transaction and will adapt new marketing approaches as the marketing environment continually changes.

Thanks to Vikas Sharan of Regalix, Inc. for his contribution to this article.

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What are the Consequences of Not Meeting Goals? Four Points

Situation: A company recently established a weekly objectives program. Weekly objectives are set on Monday, with reminders to complete objectives for the week sent by email on Thursday. However, some team members are failing to meet goals for the previous week and want to roll over previous week’s unmet objectives to the new week. Should there be consequences for failing to meet stated objectives? If so, what is the best method to phase these in? What are the consequences of not meeting goals?

Advice from the CEOs:

  • Track which objectives are being met and which are not. Measure the impact of not meeting objectives on original timelines. Assess the depth of the problem.
  • Watch the process for four weeks. At the weekly meeting following the end of the four weeks, discuss the process as a team.
    • What’s working and what is not?
    • Are realistic objectives being set?
    • If objectives are not being met, is there something that regularly interferes with objective completion?
    • Are monthly or quarterly objectives at risk as a result?
    • Reset and reestablish expectations for the following four weeks as a team. Raise the bar for compliance, as a team, as you mature the process.
  • If any team member shows signs of chronic difficulty meeting weekly objectives, meet 1-on-1 to assess the situation and reset expectations.
  • Discussion builds team support of the process and adds a layer of peer-pressure to prompt individuals to improve their consistency in meeting weekly objectives.

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