Daniel Flamberg has been staying on the cutting edge of marketing for years now, working both as one of the top marketing minds in the corporate world and as a consultant for brands building their digital future, not to mention offering intelligent commentary on the marketing world on his blog Manhattan Marketing Maven.
He took a moment from his busy schedule to explain how marketing has changed and, just as importantly, how it hasn’t.
How has the Internet changed marketing?
It created widespread access to information and immediate access to people. This accelerated and expanded consumer expectations about how much and how fast brands need to communicate with them. It also empowered everyone to become a reviewer a critic or an advocate on a range of platforms.
What data is most important to look at, and what data can we put aside?
It depends on what you want to achieve. We look at business effectiveness: Did they opt-in, sign up, do something or buy? And we look at marketing efficiency: What did it cost to get a click, a view, a comment, an opt-in or a buy? Everything else is secondary.
What’s the impact of mobile on marketing?
It means that everyone can access your brand 24/7/365 wherever they are. It requires us to be ready to engage consumers just like Sam Walton preached – whenever they want, on any topic they desire, wherever they are.
What are some new technologies everyone in the marketing industry should be aware of?
Social media; marketing automation tools to trigger messages; pixel tracking and retargeting; video, both long and short form; and database marketing.
Is it still possible to get your message out there, or has the Internet become too “noisy”?
It’s very possible. But you have to develop a strategy and pick your shots carefully. It’s very easy to spend a lot of money and get nothing in return.
What’s the future of marketing online?
Bright, sunny and continuously changing.
For the latest from Daniel, check him out on Facebook, Twitter and LinkedIn.