Over the past 25 years we've seen so many drastic changes in our lives. From how we work to how we communicate and socialise, technological advances over this relatively short period of time have revolutionised our world and how we operate in it.
Engaging At Every Step
This evolution in technology and how we've integrated it into every single part of our lives offers some amazing opportunities to companies to truly engage with their existing and potential consumers. However, to do this successfully you must be prepared to put in the time and effort to develop a marketing strategy across a range of platforms to optimise your campaign efforts. This approach crosses a range of specialisms from data collection and collation to design and social media marketing; which is why a multi-disciplinary marketing strategy is becoming essential in order to execute a successful campaign.
Where To Start?
The demand for a multi-disciplined approach has revolutionised how companies communicate with potential and existing clients allowing the opportunity for multiple conversations across a range of different medias. This allows a company to tailor their conversations and methods of communication with existing or potential clients. As a result companies can ensure they provide the right type of information, in the right context to the right people at the right time; and then measure the responses they get.
It's a Continual Learning Process
A modern marketer is expected to be able to analyse and apply data, write and design engaging content all while planning and project managing a strategy in an industry which is continually evolving. Marketers often find themselves in a difficult role where they have to understand their client, and that client's products and services - regardless of whether they are in the oil and gas industry or the massive world of women's fashion. A marketer must be able to have a good enough understanding that they can translate the pure 'essence' of a company to everyone else on the marketing team from animators to web designers, graphic artists and copywriters. It is then their responsibility to coordinate a 3D campaign across all forms of media both on and offline. In some ways you could say that a marketer must 'marry the art of design and strategy with the science of technology, data and media.'
How Can You Measure Something Which Is Always Changing?
In tough economic times marketing is often one of the first departments to be hit. This partly down to the fact that a successful marketing campaign can be hard to measure in terms of ROI, especially when it comes to branding and standard awareness campaigns. However, the success of most things marketing-related, whether it's a website, social media or traditional advertising, can be 'measured' in formats other than just ROI. In addition to traditional ROI, a campaign's success might also be measured in:
- The amount of friends or followers on social media.
- How many people are subscribed to your mailing list.
- The amount of enquiries and requests for quotes for work.
- The websites rankings in organic search.
- The amounts of hits certain website landing pages get .
- The knowledge and data that can be collected from content-based marketing campaigns (such as social media, email and blog)
- The improvement and development of relationships of new and existing clients, including the data and knowledge we gain from these relationships through activities like inbound marketing.
- The knowledge and information that can be learnt from using website analytics.
This list is far from exhaustive but clearly emphasises that a marketer's role does, and always will, demand a multidisciplined approach in order to be successful. As a result marketers must accept that their role and general skills base will continually evolve and they must dedicate the time and effort to ensure they stay up to date with the demands of their role.
The message here is a positive one - marketers can now embrace this challenge as a fantastic opportunity to truly understand and engage with their clients and consumers. To get you started, all the essentials are covered in our Simple Guide to Online Marketing. Enjoy