Last decade the disciplines of SEO and content marketing had very little in common and few would have said they did. Content marketing was just beginning to emerge as a viable organic digital marketing strategy and enterprise SEO departments were being built at companies around the world. While each had similar macro-goals, their tactical approach to digital marketing success was often much different and their KPIs reflected such. Fast forward to today – some would argue the two disciplines are damn-near homogenous. The tactics of yesterday just don’t quite work to drive organic search traffic like they once did. For many, in its place arose data informed content or inbound marketing. Much of the forward-thinking thought leadership of the time predicted this change, too.
Pay-for-performance provides a carrot and a stick. The Wells Fargo lawsuit illustrates just how dysfunctional sales behavior becomes when executives are misinformed or misguided on how to use the tools, and when corporate governance has fallen asleep at the controls, or chooses to look the other way. Two questions must continually be asked and answered: how will pay-for-performance programs work for achieving strategy, and how will employees and customers respond?
What does it take to change an industry? What kind of culture creates innovation? And what kind of person can lead real change? Become an innovator. Be fearless about failure. Get fired. Don’t worry about what other people think of you. Reframe a problem to come up with new solutions, and then chase them doggedly.
More women entrepreneurs are signing the paychecks every day. By positioning themselves as job creators rather than job seekers, they are creating thrilling prospects for the future of a new work culture where discussion on an unequal paycheck will perhaps become unnecessary.
A little over 25 years ago , my mentor who was a decade older than me, philosophized that with every passing decade, things would get easier for women in the future within the business marketplace. The challenges I faced climbing the proverbial corporate ladder were nothing compared to the obstacles she had faced. Although I remember thinking that regardless of the "degree of hardship" that women over the years faced, hardship is still hardship. Less pain, still implies pain.
Here are some of the most common digital transformation mistakes I have encountered, along with recommendations for how to prevent and/or combat them. How many of these are true for your organization? Are steps being taken to address them? What other common digital transformation mistakes do you see?
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.