Innovative Strategies for Modern Marketing Success

The marketing landscape is changing at a rapid pace and with it are the components and strategies that create the formula for marketing success. Shifts in marketing needs have created an evolution across marketing teams and in the marketing services industry. Many orgs require assistance in understanding and implementing these strategies in a way that will ensure business growth and prosperity. 

 As we rush full speed into the golden age of automation, marketing teams must utilize a combination of technology, data and insights, audience definition and acquisition, operational efficiency, best practices and of course automation strategies to ensure success and scalability. Focusing on agile strategies across teams and partners to meet the demand of the everevolving market demands.
“At a time when brands are also navigating many digital marketing challenges, they cannot afford to sacrifice on revenue because of internal knowledge gaps or team time constraints,” says Henry Rowe, President and Chief Strategy Officer, Theorem. “Simply put, the future can no longer afford to be siloed.” 

Agile marketing team and services orgs have pivoted to a model that allows them to understand how all of these marketing elements stand alone and feed into one another. In addition, these groups are enabling the creation and implementation of marketing strategies that meet the needs of everchanging customer demand, while ensuring successful longevity. But what are the main factors that create overall modern marketing success?

Key Factors that Make Up the Perfect Marketing Recipe for Success:

Strategy

While many focus on technology and platforms as the heart of their marketing success, it is actually strategy that takes center stage. The most important part of ensuring modern marketing success and scalability is building a marketing strategy around your current and future business needs. 

Creating a well rounded strategy involves the inclusion of many parts of your organization to perform an in-depth look at your current business needs and goals as well as the aspirational needs and goals of the business. Doing so will allow teams to fully understand what the strategy must entail for shortterm and longterm marketing success. 

“Many brands have their strategy sorted; what they want and appreciate is flexible expertise that is as deep as it is effective, taking existing business strategies and turning them into actionable digital campaigns.”
-Jay Kulkarni, Founder & CEO, Theorem
In addition to the creation of the strategy is the implementation. A task that must be approached with a flexible mindset. The demands of the consumer market are rapidly changing and only those who create a flexible strategy will be able to pivot quickly to meet those demands. 

Technology

Secondary to strategy, technology is a vital part of ensuring marketing success in the modern landscape.  Once you have a flexible winning strategy for your marketing success you must determine which technologies will best suit your business needs and what integrations and implementations will be required to ensure optimized process workflows.   
It is important develop a MarTech strategy that is both right for your current business and will allow your business to easily scale. This includes technology that will automate processes, creating efficiency, reducing error rates and increasing ROI in the long term. Developing an agile tech stack will allow for growth of your organization and ensure marketing success in the current landscape and for years to come. 

Data & Insights

More than ever before, data and insights are the key to a successful marketing strategy. Understanding and targeting audiences is the key to any winning marketing campaign and the only way to do either is to utilize audience to get there.

While the days of the third-party cookie are on the way out in terms of data collection, the first-party cookie will continue to reign supreme. Many organizations have adopted new, versatile methodologies for collecting first-party data in order to better understand their ideal consumers. In addition, there are a rising number of companies that are evolving out of an MQL, SQL funnel strategy and adopting a smaller, more qualified marketing target strategy to bolster their pipeline with more qualified potential buyers and increase close rates.
 
These new targeting methodologies and fluid data collection strategies are restructuring the path to modern marketing success. While the underlying tactics in terms of data analysis, audience segmentation and targeted messaging based upon consumer intelligence have remained the backbone of digital marketing, the formula for their specific usage has changed to suit the demands of the modern customer. 

Operational Efficiency

There are many factors to consider when working to achieve operational efficiency. Many sectors within your organization will need to be aligned and optimized in order to achieve operational success. Some of the most imperative alignments being the alignment of sales and marketing teams as well as marketing and tech teams. Both are necessary to ensure operational success.
 
Evolution in the marketing landscape has created the need for unification of teams across organizations in terms of goals, KPIs and ROI. The bottom line here is that ensuring modern marketing success means creating optimized workflows and collaboration across the teams within your organization. The silos that once existed between marketing, sales and IT teams can no longer work when strategies merge their focal points, expertise and goals.
 

An organization’s operational efficiency ties back to the success of its strategy, MarTech, and data utilization processes, all of which need to be created, integrated and utilized by numerous teams in order to achieve success and ensure long term scalability.

The Future is Flexible

Continual shifts in marketing demand have created evolution in the marketing landscape. At the end of the day modern marketing success hinges on agility of internal marketing teams and or the marketing service orgs they partner with.

 

Organizations with the ability to create flexible strategies, blueprint and implement agile MarTech, dynamically collect and utilize data and continually optimize organizational efficiency are sure to continually succeed when it comes to their digital marketing endeavors.  

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