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While 40 percent of marketers want to reinvent themselves, only 14 percent actually know how, according to Adobe. If you're considering "reinvention," integration is key.
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Forty percent of marketers say they want to reinvent themselves, but only 14 percent actually know how, according to Adobe research debuted today at the Adobe Summit. Search, social, content, and digital marketers probably agree it's an exciting time in marketing; but it can also be a confusing time; countless options to track data and our customers often leave brands overwhelmed and scratching their heads on how to make sense of it all.
Today, the reinvention of marketing and the marketer requires:
- The ability to pull together data from multiple sources in one place, process it in a standardized manner, and package it in a way a marketer can understand.
- The power to collaborate with other business units across a company and its teams when working on campaigns, so efforts are streamlined.
- The capacity to deliver a personalized experience to the customer based on a brand's understanding of who that customer is, what device they are on, and where they are interacting with the brand.
If you're considering "reinvention," map out your customer's journey and start planning for how data from those touch points can integrate, such as:
- What devices your customers use at what stage.
- Where your customers are based geographically.
- What channels your customers are engaging in with your brand.
- The history of the customer's engagement with your brand.
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This received a significant amount of press from the Adobe Summit: that only 14% know how to reinvent themselves. Then Adobe presents their new integrated Cloud as the means by which to reinvent.
Not so fast, my friend. If you want to start reinventing yourself within the digital domain, then see Scott Brinker's Marketing Technology Landscape as your starting point. See the full spectrum, then decide on those routes that fit best for your career and your company.