We are kicking off our State of Marketing Performance Measurement Q&A series. Steven Wastie, CMO of Origami Logic, recently spent some time with Tina Moffett of Forrester. He asked her all of our burning questions about digital marketing and the agile, data-driven approaches being used by the most contemporary brand marketers today. This is Part 1: What is post-digital marketing?
For just a little background on Tina’s expertise in this arena; she is a senior analyst at Forrester, covering the marketing analytics space. Tina helps B2C marketers use data and consumer insights to understand marketing efficiency and effectiveness and to identify the metrics that can help them make decisions to optimize future marketing and media initiatives. Her specific focus within Forrester is to help marketers understand how they can use marketing mix models, ROI models, and attribution models to measure, analyze, and optimize marketing and media programs. She also covers the customer journey analytics space, which helps marketers uncover how they can use data to understand different paths to purchase and change marketing and customer experience (CX) strategies to enhance customer interactions.
With that, let’s get started with the series and the initial portion of the discussion between Steven and Tina! After the video, be sure to keep scrolling to see our key takeaways from this conversation.
TL;DR | Key Takeaway
Post-digital encompasses physical & digital marketing channels. To keep up with the changing landscape, marketers must adopt a helpful, human & handy mindset to improve marketing efforts and increase revenues.
Three Keys to Increased Revenue in a Post-Digital World
In a “post-digital” world, we’ve entered a new territory where entitled customers integrate digital fluidly into physical experiences and marketing practices haven’t kept up. The fix is a new marketing worldview — not more technology, nor a host of new processes.
Customers are entitled. Digital is part of everything. And companies are integrating business and technology functions in response to the age of the customer. As a result, marketers will relinquish old assumptions that will create algorithmic angels, new agency relationships, and more quality content.
In the post-digital marketers must be:
- Human. This means that brands must be authentic, empathetic, and inclusive—keeping in mind that customers are not targets, they’re people.
- Helpful. In the post digital future, marketers must have a “do-er” mentality and create unique experiences to help solve for customer needs.
- Handy. This means that post digital marketers work collaboratively with their customer experience and ecomm counterparts, and focus on hiring the right people that can take down channel boundaries.
Every marketer should have the post-digital mindset and create strategies that encompass — Helpful, Human, and Handy. This will help acquire loyal customers and grow them in the long run, which will increase revenues.
Up next, Tina covers how brands can stay agile despite changing customer expectations. Make sure not to miss what Forrester has to say next.