Many companies think so, judging by the way they silo their marketing and technology teams. Rarely do CMOs and CDOs put the Phone Number List brains of both teams at the service of marketing the company. At a time when 38% of marketers admit to underutilizing data for content strategy, companies that don't combine art and science are struggling to attract smarter audiences with attention spans. shorter. Free Digital Marketing Plan Template Download FREE Resource - Digital Marketing Plan Template Our popular marketing planning template based on the Smart Insights RACE planning system. Access the Free Digital Marketing Plan Template And there is no shortage of data to dissect.
Dun and Bradstreet reports that more than half of companies have increased their data-driven workforce. Unfortunately, the same report suggests that less than a third of marketers have found a way to use and connect this solid data. To bridge this gap, beauty (art) and beast (science) must come together for the fairy tale ending that every company deserves. Make marketing and technology partners At one end of the spectrum is the CMO department; at the Phone Number List other, CDOs. Between them lies a realm of possibilities that can be unlocked with a “two bookends” marketing approach. The first bookend is the new big idea generated by marketing. The second bookend is the desired results.
Between these bookends is the real story. But unlike most book series, the story has to be built upside down to create a cohesive narrative. Each step, from last to first bookend, covers the essentials of any marketing campaign: defining the Phone Number List user's preferred action or outcome, understanding how to engage the target audience, creating buyer personas, and brainstorming. to the big idea. Throughout the process, art and science are in play. Marketers provide user empathy, creative strategy, and content and design expertise. Data scientists monitor metrics and review past performance data to recommend creative assets and media channels. A team without the other simply cannot tell a story like the two can together. Trace the cleanest and safest route between bookends