It’s never been easier to connect to people.
Yet, people have never been more difficult to connect with. That doesn’t mean that leaders can stop trying. This paradox is simply the reality of marketing in today’s world.
The challenge this creates is whether or not digital marketing investments are actually having an impact. For about one third of respondents, the answer seems to be that investments are delivering on strategic priorities.
But that means the majority of people don’t really know what they are getting for their money:
- 40% are only somewhat confident that their investments are delivering on priorities
- 25% have little or no confidence
No budget is big enough to “spray & pray”, hoping that a message finds a receptive audience.
It’s essential to know the contribution every dollar makes to the interactions that drive your business.
Advice: “Shape the things that shape the brand”.
What does that mean? It means that even CEO’s and CMO’s can’t be involved in each and every decision.
Testimonials
With indefatigable optimism and a keen sense of not only what’s next, but what’s needed, Tom has an instinct for identifying technology that will bring impact — to business, and for the humans that power or benefit from it.
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DOUG BUSKCommunications executive at Emory University with leadership & innovation experience at Coca-Cola Read the Full Testimonial
I have seen Tom influence changes amounting to over three billion in incremental profits across the five initiatives that I have directly witnessed him leading.
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REX BRIGGSFounder & Executive Chairman at Marketing Evolution Read the Full Testimonial
Tom’s a gifted collaborator. I think that starts with his ability to listen – he’s a great listener. He is also a rigorous thinker, yet he has an intuitive feel for creative solutions to difficult problems. That intuition is actually a combination of experience, intellect and determination to find solutions. He’s a problem-solver extraordinaire.
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James Riley Read the Full Testimonial
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Quick :
- SMOX results gleaned from Coke’s public statements related to SMOX
- $155 million in deposits directed to sister company ING Direct (up from $0);
- Visits to primary brand site up 1,377%; Average visits per day up 1,426%; Average page views up 639%
- Reduction in number of active domains from 50+ to 4 core sites;
- Unification of email domains from 27 to 1
- Identification of over 1,000 specific interface improvements resulting in order of magnitude increases across all core metrics
