Marketing teams are increasingly under pressure to stand out from their peers at a time where the proliferation of consumer platforms is complicating outreach efforts. With the pace of technology evolving rapidly, many digital marketing pros are advocating for a more progressive and experimental approach.
That’s the perspective of Karen Naves, vice president of global demand generation for marketing technology specialist Tealium, who said when she hears the phrase “progressive digital marketing” she thinks about how the world — and the preferences of consumers — are ever changing. “That’s whether it is a new gadget, social media platform, or the way consumers want to consume information,” she said.
What Is a Progressive Digital Marketer
A progressive digital marketer is one who strives to anticipate their customers needs Jasa Konsultan Pajak in a trusted way and is positioned to quickly pivot when new industry trends emerge. They are also constantly thinking about their go-to-market strategies, with a focus on making their target audience feel like the content they’re being presented with is relevant. “Progressive marketers are always thinking about how they build trusted customer digital experiences with their brand and how they take their customers on a journey — and this involves both their messaging and the martech stack that supports their digital programs,” she said.
Finding Support
Shachar Orren chief marketing officers and co-founder of EX.CO, an online publishing platform, said building support for an experimental marketing push starts with finding budgetary support. “It starts with chatting to your finance team and understanding how to make a marketing budget with room for experimentation and room for error,” she said. “Leave 20% of the budget for trying new things like testing new platforms, messaging and ideas the team comes up with.”
According to Orren, the most progressive thing you can do is to acknowledge the fact you can only plan so much in advance, and always be ready for changes and to listen to what’s going on around you. “Going into 2021, the death of the third-party cookie was going to be a big topic, but then google pushed back the deadline, and all the sudden it became low priority, and we had to shift our messaging accordingly — being ready for that in our mindset really helped,” she said.
