Marketing used to be easier, didn't it? You’d have one team doing broadcast and print, and another in the back room doing direct mail. That was about it. The “barriers” between disciplines could be breached with a few steps down the corridor. No more. Esoteric functions like Conversion Rate Optimisation and Behavioural Analytics are specialized skill sets, often not even located in the same country, let alone the same office. Yet they can all add value to each other - if they’re truly (to paraphrase David Ogilvy) one department indivisible.
Having engaged employees is more important that you might think. Among new hires, 46% leave their jobs within 18 months. It costs companies time and money to find, hire and train new employees. Turnover costs are often estimated to be 100% to 300% of the base salary of replaced employees.
I sometimes hear managers say to their reports “Just keep on doing what you’re doing.” As soon as I hear this, I begin to wonder: “Do they know where they’re going with what they’re doing?” When it comes to social business, “keep on doing” often means the firm’s online activities may be taking them far, far away from the goals they set out to reach.
Nowadays, social media is one of the most important channels for customers to reach out to with complaints or questions. What happens behind the scenes usually stays a secret. How exactly is your brand handling social customer care? And more importantly, how are you organizing your social customer care team?
As the Millennials ascend into management positions over the next several years, they will simultaneously become the largest generation in the workforce. While the Millennials won’t formally “take over” (no single generation ever runs things on its own), they will serve as a kind of “secret decoder ring” for all of us, helping clarify what the future of business will look like, post revolution. Change is coming, and smart organizations will start making the necessary adjustments today to stay ahead.
Over half of all marketers report to having responsibilities in 7 out of 10 other areas of marketing. Our time and resource is a precious commodity and we can’t wear every hat in the marketing box (although we definitely try!).
Watching out for your rivals in business is a fundamental procedure if you want to become king of the castle. By viewing what they're doing and analyzing their success and more importantly their failures (this is something most people neglect in competitive research), you'll have the capacity to keep a leg up and an aggressive edge.
Organizational leaders and other senior professionals need to be savvy enough to judge the true value of what they read and hear about social media’s promise, develop realistic expectations about both processes and outcomes, make smart decisions about where and how to engage, and create workable plans of actions for moving forward. Knowing these truths about social media should help.