21st Century Marketing Manifesto Best Practices Guide

Overview

The old marketing order believes that it’s too difficult to understand or measure the influences holistically during the customer journey. The customer journey seems like a black box – the prospect enters it an immediately disappears from sight. We toss content, digital experiences, and every creative tactic we can into that black box hoping the prospect stumbles across them. Sometimes the prospect exits the black box and becomes a customer, but other times not. It seems there’s no way of knowing which content, through which channel influenced the prospect while inside the black box, so marketers must use their instincts and what little intelligence we can glean to tweak what we throw into the black box. At best, we see some incremental improvements, and there’s tremendous uncertainty about connecting activities to results.

Imagine the power of connecting these dots, of knowing the causes and effects of marketing’s work.

How much more intelligently could we optimize the multi-channel mix most of us use? How much farther could we stretch our marketing budgets by knowing what really isn’t working and exactly what is? How easy would justifying the marketing spend be when we’re not guessing which efforts produced results, and to what degree? How would it feel to be right at home in an ROI discussion about our work? When someone asks, “what have you done for us lately?” to have an authoritative answer that puts to rest any doubt?

This is the new marketing order, and it’s not futuristic science fiction, but something marketers can embrace here and now.

The purpose of this manifesto is to express the vision for this new marketing order and call marketers to it. In this data-driven, multi-channel marketing world in which we now operate, marketers can eliminate the guesswork about how their activities are creating results.

To accomplish this goal, this manifesto will discuss the modern marketing dilemma and status quo, and then describe the different kind of thinking required to manage modern marketing performance.

Table of Contents

• Introduction
• Modern Marketing Dilemma
• Current Marketing Challenges
• Modern Marketing Performance Management
• Recommended ICM Acquistion Process
• Practical Attribution Application
• Successful Marketing Leadership
• About the Research Analyst
• Our Best Practices Report Methodology
• About Adometry by Google
• About Demand Metric

About Demand Metric's Best Practices Report Methodology

Demand Metric’s Best Practices Reports investigate new developments and approaches in a given focus area to provide marketers with up-to-date, practical and efficient solutions to modern day challenges. Each guide identifies a challenge, discusses previous solutions to that challenge, presents new solutions based on in-depth research and suggests a recommended approach to implement new solutions.

Each Best Practices Report involves hours of analyst research, focus area specific surveys and comprehensive interviews with executives in a given focus area in order to recommend solutions for the presented challenges.