Chapter 2 Commit to Digital Transformation
There has never been a better time to be a marketer.
ADOPTION AND ADAPTATION
The future of your business and your marketing career depend on your ability to meet increasing ROI demands and continually adapt to new marketing tools, philosophies, and channels. But the rate of change in the marketing industry is accelerating, and the challenges for marketers seem to be multiplying.
The marketing talent pool is underprepared, the marketing mix is evolving, and the matrix of technology providers is exploding. Customers are tuning out traditional marketing methods, while consuming information and making buying decisions on mobile phones, tablets, computers, smart televisions, and wearable devices. Marketers are drowning in data, dealing with the complexities of real-time marketing, and navigating brands through the openness and transparency inherent to social media.
Yet, there has never been a better time to be a marketer. Think about the possibilities.
There is no more relying on meaningless metrics, such as impressions, ad equivalency, and PR value. Every action and interaction can be measured and connected to outcomes.- Marketing software can eliminate wasted resour-ces, improve productivity, and enhance performance.
- Websites can dynamically ...
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