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HealthCare Marketing Moves From Multichannel To Omnichannel
As originally published in AdExchanger on the shift in healthcare from MultiChannel to OmniChannel Marketing It’s staggering to see the pace at which digital technology is changing the traditional and highly regulated world of health care. The industry has moved from massive health systems with weeks-long waits for an appointment to a world of wearable, […]
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Navigating The Marketing Technology Disruption
A few days back, I had a wonderful opportunity to dialogue on Marketing Technology Disruption with David Raab, who has been a thought leader and visionary in the digital transformation and evolution of the marketing function. CMSWire was kind enough to publish it across 2 segments: How do you build a Marketing Technology Roadmap Today? […]
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The Technology Dilemma – What Fuels your eStore Experience!!!
What Fuels your eStore Experience!!! If you are a retailer or a brand that is trying to get into the business of selling product(s) online through an online store, you would have either asked or been asked this question a hundred times: Should you use your eCommerce platform to enable your store experience or should […]
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Globalization – Marketing’s Biggest Challenge?
Globalization – Marketing’s Biggest Challenge? A great question to ask and I can bet you that 9 out of 10 answers would be around specific technologies and innovation that is happening around us, may be Data or rather “Big Data”, content, mobile and the list can go on. Interestingly though, while technology in general may […]
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The New Marketer – From T-Shaped to Pi-Shaped
Ashley Friedlein, the CEO of Econsultancy, has a great op-ed in Marketing Week today, Why modern marketers need to be pi-people. That’s “pi” as in the capital Greek letter pi that looks like this: Π. It’s a riff on the label “T-shaped people” that has been popularized in digital marketing over the past few years. T-shaped people have a specific expertise where they go really deep (e.g., graphic design, software development, data analytics, etc.), but they also have broad interest and sufficiently useful surface-level skills across many other adjacent disciplines. Many marketing technologists have had this profile: expertise in technology and engineering, but interest and skills across more traditional marketing capabilities. According to Friedlein, pi-shaped people are “marketers with a broad base of knowledge in all areas, but capabilities in both ‘left brains’ and ‘right brain’ disciplines. They are both analytical and data-driven, yet understand brands, storytelling, and experiential marketing.” (Emphasis added is my own.) This comment was made in the context of Friedlein giving broader insight in response to the question: How do you create a marketing function fit for the future? He talks about how brands advance along a digital marketing maturity model by integrating digital into the primary organization, not sequestering it in a separate silo. “Integrating digital into the organization properly reaches nirvana only when there is no left in the organization with ‘digital’, ‘e’, ‘online’, ‘internet’, ‘new media’, or ‘interactive’ in their job title,” he writes. It’s at that point that he makes the case for pi-shaped people as the leaders in this new generation of integrated marketing. “Of course, it is asking a lot for someone to be talented at everything creative and analytical,” he admits, “But these people do exist and represent the future of truly integrated marketing. Witness the growth of job titles such as ‘creative technologist’ or ‘chief marketing technologist’. You want people who focus on the customer, understand data, like change, are curious and passionate.” He also notes that marketing processes are changing, embracing an agile marketing approach. “There’s a move towards more agile ways of working, which should affect marketing as much as project management or IT. We have to move from highly linear, highly specified, rigid ways to more fluid, reactive, dynamic approaches.” Do take a moment to look at the full article — it’s a great read.