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Is Your Web Marketing Strategy Outdated?
May 30, 2008
The technology driving Web 2.0 has outpaced many marketing professionals' ability to stay ahead of the curve. This has left many organizations playing to the script of an outdated marketing strategy. The possibility of failure is now higher than ever…or is it?
By Brad Beiermann
As the U.S. continues shifts from an industrial economy to a services oriented economy, the need for businesses to leverage online Web services continues to grow. As a result, the opportunity for innovation exists in creating an experience that allows greater interactivity between a corporate Web site and the customer. Unfortunately, many companies are still behind the eight ball with static Web 1.0 sites.
Customers have millions of channels to surf on the Web today. Corporate Web sites that allow potential customers to express themselves and experience an emotional bond will be online leaders. And CMO's not working closely with their technology groups to create an enhanced online interactive customer experience, may find soon find themselves without a job.
Their biggest challenge is getting the right mix of people to innovate and combine Web 2.0 technologies with a sticky marketing strategy. On the other side of the coin, there are very few in corporate IT departments who have the background in creating business models to enable online value driven customer interaction. This leads us to one of the most pressing hurdles in today's U.S. labor market—an impending brain drain in the leadership ranks.
The Talent Search
Interactive marketing has created a real drain on labor resources having the right skills. In the dot-com boom, there was a dire need for individuals who had basic business skills combined with technical computer skills. A worker with an undergraduate degree in computer science combined with an MBA was the diamond sought by every corporate recruiter. But in today's labor market, the skills needed are a little more refined and targeted towards the real goal: Attracting customers and keeping their loyalty. As a result, the need is in individuals who understand the essence of sticky marketing combined with an understanding of web technologies used to create an experience. Corporations will need to be more creative in luring the talent as the brain drain will continue in the coming years.
Relationships Between IT and Marketing
The relationship between IT and Marketing has been traditionally driven by the need for customer data. Many marketing departments rely on their IT groups to generate the data obtained from online surveys, polls and buying patterns. As organizations build their Web 2.0 strategy and infrastructures, data related to viral videos, forums, personalization and blogs will be the biggest need by marketers. Individuals who have an in-depth working knowledge with these technologies and channels will be highly sought and low in supply.
Ultimately, individuals will be needed to leverage the technologies, understand customer interactions, and develop a process to innovate tailor made online customer experiences. Leadership will face the duties of integrating these new capabilities into their business and marketing strategy. In addition, they will need to keep a clear vision and direction with regards to adapting the changes brought on by new technology. The relationship between IT and Marketing will continue to draw closer. The client base has become much more virtual, with peer-to-peer customer relationships happening daily.
Spekenzy Geek?
Technology has created a completely new world for marketers. Traditional marketing channels have become less effective as the number of communication channels has grown dramatically. In the new marketing world, clients now have a million channels to view and participate in. Yet many organizations are still playing to the script of a marketing strategy from 1967. Why? Look no further than the culture.
A cultural shift from old marking to new marketing is lagging. The technology train left town with all the Web 2.0 customers collaborating with each other. Their digital dollars will follow wherever their mouse or wireless device takes them. In so many words, technology has created a disruption in the marketing world. The opportunity is to now leverage new ways of thinking about marketing and branding.
Ahead of the Curve
Interactive online marketing is here to stay and will only grow larger in the foreseeable future. Getting the marriage between IT and marketing to meet the needs of online interactivity will be a key ingredient for many organizations. And at the heart of this marriage exists the need to integrate the IT resources into the marketing creativity process. Marketing groups need to adapt their technology counter parts or risk being stuck with the marketing strategy and channels of yester year. Once this adoption between the two occurs, steps towards innovative Web 2.0 marketing can become a reality.
Brad Beiermann is the co-founder and president of Cimstrat Inc., a consulting firm focused on innovation management and marketing for S&P 500 firms. He has over eighteen years experience as a business leader, author, speaker and entrepreneur. Beiermann holds a doctorate degree in Management Information Systems along with an emphasis on web-based marketing. www.cimstratcorp.com.
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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