Posted by: Marshall Sponder | July 4, 2008

I think I just figured out where the Future of Marketing is going

I think I just figured out where the Future of Marketing is going – it hit me as I was watching this video from the Conversational Marketing Summit (CMSummit) video on A Conversation with Beth Comstock (view video); Beth Comstock is the Chief Marketing Officer, General Electric.

I’m not taking anything away from any CMO, I realize they have a tough job – but the problem, as I see it, is that CMO’s and their underlings, don’t think as Web Analysts – they plan things that usually, give to subordinates to execute and figure out how to measure – and often, belatedly.

What I think the path of some of the Web Analysts today – perhaps the CMO of today, needs be the the called the chief online marking Stratigist of tomarrow.

Why, because most of this stuff, that Beth talks about, that most CMO’s talk about – the results of it – are the massaged charts that their advetising agencies produces – metrics that are thrown in as part of the execution – but they’re not objective, and in many cases, the agency(s) called in to execute, aren’t able to plan and deploy campaigns that can be tracked all the way through.

So – the CMO … needs to become a Web Analyst … that’s right .. that’s the only way I can see, where your going to be able to coceive of and execute campaigns that can be measaured from the beginning – becuase every campaign that’s conceived, will have Analytics built into it, at the conception.

And that’s what’s actually missing today – the answer is not technology (there’ plenty of it around) – it’s people.

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Responses

  1. “where your going to be able to coceive of and execute campaigns that can be measaured from the beginning”

    The way I see it, a “campaign” matures like this:

    1. in the stats (fetus)
    2. blog post analysis (childhood)
    3. decide if it needs a domain (adulthood)
    4. books, magazines, movies (deathbed)


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