Chapter 2The New Marketing Mandate
To go far you must begin near, and the nearest step is the most important one.
—Jiddu Krishnamurti
Welcome to the age of mass personalized service.
The new frontier in marketing is not just for the Amazon.coms of the world; it's for all marketers. With today's technology, all marketers can connect with their customers. Investing in technology that helps you focus on optimizing the customer experience should be top of mind. It's affordable and it has a proven effect on improving business results. To get started most effectively, you need to focus on certain initiatives.
Key Initiatives
With the New Marketing Mandate comes change. There are specific initiatives that must happen to transform your organization from a traditional marketing organization to a leading-edge one where the marketing organization is a key business driver and has an important stake in strategic decisions.
Metrics
Yesterday's technology made it difficult for marketers to access the numbers they needed to optimize their marketing. Marketers for too long relied on metrics like website visits, time on site, and page views for reporting success. Advertising was limited to metrics like impressions, frequency, and click-through rates when reporting and trying to justify its spend. There simply was no other way to get metrics and numbers that were more relevant to business objectives.
The biggest challenge with these metrics is that they don't have a direct relationship to business ...