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Anise Smith Marketing

Social Media Professor | Digital Marketing Technologist | Mobile Web | Digital Webinar Developer | Analytics

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The What, When, Why and How of Content Creation

The What, When, Why and How of Content Creation
The What, When, Why and How of Content Creation

The What, When, Why and How of Content Creation

 

We have moved full force into a world where marketing has become education based, NOT sales driven as it was in the past and this calls for a different route to be taken with marketing based initiatives.

 

Content creation is rapidly moving toward being a huge driving force behind what once was traditional advertising, marketing and sales.  This changes how we think about marketing in general and will require organizations to re-evaluate their marketing strategies.  Based on these changes, the ability to create original, thought provoking and shareable content is not optional anymore it is mandatory.

 

According to Ad Age’s survey, 55% of marketers have increased their content-marketing budgets this year and is expected to do so in 2014 as well. The companies that are forward thinking enough will be a part of this trend, those that are still old school will not and fall that much father behind in creating the digital footprint needed to present themselves as authorities in their field.

 

At one time there were sales collateral produced by companies that were used to promote that company as an authority in their field. Traditional print pieces, brochures and magazine articles were once used to promote organizations but with so many people living in a plugged in world these channels are no longer as effective as they were during the print era. This is the dilemma, so what’s a company to do?

 

It’s time for companies to take the shift in consumable media serious and open their eyes and minds to change. People are just not consuming media utilizing the channels such as print as much as in the past. Media or content is consumed on social media channels and blogs by way of tablets and mobile devices. So it is imperatives that business who want to be viewed as authorities start to take content creation very serious. Businesses MUST start creating content AND publishing that content to the channels that people are utilizing!

 

So let’s take a look at the what, when, why and how of getting started.

 

What

This is the easiest question you can address because the WHAT of content creation is promoting WHAT it is your organization does. Every office has one or two people that are informed about EVERYTHING about the company. These are also usually the people that have been with the company since the company started. This person is a valuable source of information to a content creator! They are your brand ambassadors and they have the ability to provide the WHAT of content creation for your content creator.

 

When

You should create as much content as you or your company can physically manage and post it as much as possible.  If you get a content creator that is on their game they will be able to stretch out a small amount of content into multiple pieces of creative and engaging posts on a blog.  This content can then be posted over a period of time. It would be a great idea to create a publishing calendar so that you can have an organized and consistent flow of content moving through your digital channels at all times.

 

Why

By providing an abundance of content this allows you or your company to become authorities within your industry. If you become an authority in your industry you can increase your exposure, improve Google placement and potentially increase sales. This is just a no-brainer.

At one time the company with the biggest marketing budget was the company that had the most exposure and sales. The same thing applies here except we are dealing with online content, which has essentially replaced a lot of traditional marketing channels as a way to consume media.

 

How

There are so many ways to create content and so many types of content that you can create, written, visual, video or a combination of all. The most important thing is to provide a variety of types of content and use analytics/insights to gauge the effectiveness of the content that you are providing. Some say that visual content does best, some say video but every audience is different. This is why using the data from analytics is imperative because it will allow you to see what kind of content your readers like. This allows you to create and share more of the content that is in demand and less of the content that is less than favorable.

 

To get a better idea of the importance of creating content for your brand, take a look at the infographic below.

 

Content Marketing
Content Marketing

Infographic via wishpond 

 

As marketing changes so MUST the willingness of companies to keep up with the trends that will keep them ahead of their competitors and content marketing is one of those trends. We no longer have such a high demand for print, brochures but an increasing demand for blogs, newsletters, website articles, white papers, and special reports. Content creators are key to providing this type of content and it is essential that that content be original, engaging and shareable.

 

So stop reading and get started with creating great content for your brand!

 

As usual, I welcome any and all comments good, bad, ugly or indifferent. I can be found on Facebook, Twitter and Google+, find me, follow me and let’s strike up a conversation about content creation!

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71% Of People HATE Their Jobs

71% Of People HATE Their Jobs
71% Of People HATE Their Jobs

71% Of People HATE Their Jobs

 

I recently read that 71% of people hate their jobs and I though what a terribly high number.  Has it always been this high and we just haven’t noticed? Has social media and the willingness to have open discussion shined the light on the 71 of every 100 people that despise, at least 8 hours of their day?

 

According to Forbes, Jobs Suckso should those that are a part of the 71%, just SUCK it up and forge ahead. Should they grab the weekly paycheck and keep it moving?  OR should individuals TRY to change the dynamic, Fight The Man so to speak?

 

Should those 71% that have “Checked Out” at the work place not expect more? Are work expectations too high?

 

Less Engaged Workers
Less Engaged Workers [via Gallup]

Take a look at the video below that may help shed some light on WHY there are so many people that are dissatisfied with their employment situation and some possible remedies.

 

 

I think that expectations from the workplace have grown due to Generation X and Y.  This generation has expectations beyond their parent’s expectations and requirements in the workplace.  Also the growth in technology offers options beyond the commuting and cube life, of getting to work and clocking in to the cube.

 

What do you think? Should people just put in their 8+ hours, grab their paycheck every Friday and say what the hell? Or should there be a higher expectation?  Take a look at the top 10 reasons people are reported to hate their jobs:

 

10. They think the grass is greener someplace else.

9. Their values don’t align with the company.

8. They don’t feel valued.

7. Job insecurity.

6. There’s no room for advancement.

5. They’re unhappy with their pay.

4. There’s too much red tape.

3. They’re not being challenged.

2. The passion’s gone.

1. Their boss sucks.

 

What do you think? Are you a part of the 29% or the 71%?  I would really love to know your thoughts, good, bad, ugly or indifferent?  I can be found on most social media channels, follow me on Facebook, Twitter or Google+ let me know what you think?

 

Source:

Top 10 list via Linkedin 

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Hey Old School Marketers: Your Target Audience is DEAD

Hey Old School Marketers: Your Target Audience is DEAD
Hey Old School Marketers: Your Target Audience is DEAD

Hey Old School Marketers: Your Target Audience is DEAD

I grew up in an era that was not technology focused; there were no computers, mobile devices, or Internet when I was in high school. My generation did not even grow up with cable. In fact I remember when cable initially hit the scene, when MTV actually played music and the HUGE campaign “I want My MTV” which was used to push MTV to mainstream. Oh, those were the days. A lot has happened with the growth of technology since my high school years. If you have been able to adapt and embrace this super fast growth of technology, that is fantastic. However, if you have not you could be a little screwed now and a lotta’ screwed later. This, is especially the case if you are trying to run a business based on philosophies and an organizational structure from the 1980’s, MTV Era. The biggest mistake in taking that path is that this audience is dead or on life support.

Think about this, we are reaching an age when we have augmented reality and your business cards can talk. We are moving toward the Semantic Web, closer to an era when ALL of the computers mechanisms in our devices will be able to communicate with each other. Do you seriously THINK that people are in touch with old school methods? NO one is looking backward, or I should say consumers aren’t looking backward. This means that your organization is being left behind,  if you are not forward thinking.

Companies that have not embraced our new social oriented culture and the growing mobile market, are  whistling in the wind. Those companies are targeting a dwindling population. Just visualize it as a numbers game. Think about the target markets that are NOT online and those that are NOT mobile, this number is growing smaller and smaller as more people embrace the digital marketing space. So companies should NOT be gearing  their primary marketing campaigns toward a demographic that is shrinking. It’s really common sense. Companies should be looking to always GROW their audience NOT focus on the shrinking audiences.

Social-Media-Stats-of-2013
Social-Media-Stats-of-2013

In essence, in choosing NOT to adapt to newer technologies companies are choosing to throw in the towel on their businesses whether they realize it or not. Companies MUST go where their audiences are, that’s the only way in which they will continue to grow. In fact Seth Godin wrote a post “What do you think of my brochure? ” 7 YEARS ago, about the total reliance on brochures as a way to reach an audience. That piece was applicable in 2006 and is even more so now.

The Internet is the 2nd most widely utilized channel for news. If people go to the Internet and social media channels for something as valuable and important as news, they will also go there for other information as well. So, every business SHOULD make it a priority to have a strong social media and mobile presence. The old saying, “If we build it, they will come.” definitely applies to a strong digital footprint. On the other hand, if we build it and it’s geared toward a dwindling demographic, they may NOT come. As business owners we should be interested in substantially shifting those odds in our favor by going where our customers are.

Where America Turns To For News  via Gallup.com
Where America Turns To For News via Gallup.com

Ultimately if companies are not tapping a new more social and mobile oriented market with content geared for this demographic, they are taping a dead audience. Take a look at the video below to see exactly HOW much social and mobile is ingrained in who we are, as a culture now.

People are on the go, we now live in a super fast paced world, and people are looking for content that they can access easily and quickly on their mobile device. They DO not want to read a companies long-winded prepackaged full-page ad in whatever magazine that’s lying about in an office or waiting room. They want quick access by way of mobile while they are on the go. So as business owners we must be willing to supply them with this information or they will go to competitors that will.

The take away, while your organization is spewing their prepackaged printed message, other more innovative companies are going where their audiences are and moving past that 1980’s strategy. The time to step it up was a few years ago and companies that have not done so may be living a “STUFF” got real nightmare if they select to continue on this path.

I am not saying that companies should roll over and die, I am trying to subtly nudge those living in a time warp to adapt or die.

As usual, I welcome all comments, good, bad, ugly or indifferent. I welcome dialogue even if we don’t agree, so follow me on Facebook, Twitter and Google+ and lets start a conversation.

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Due to #Mobile and #Social: Every Business MUST Be An Internet Business

Due to #Mobile and #Social: Every Business MUST Be An Internet Business
Due to #Mobile and #Social: Every Business MUST Be An Internet Business

Due to #Mobile and #Social: Every Business MUST Be An Internet Business

When the Internet initially started to become mainstream in the 90’s there were so many companies that felt as if the, then called World Wide Web, was a fad and that it would go away. Hmmm, “how’d that thought process work for ya?”  Not so well for those that were reluctant in embracing the World Wide Web, now called the Internet.

I cannot fathom why many many years later there are still people in the world that have selected NOT to embrace technology as a part of their lives. I do have a little bit of tolerance for those that are not into it on a personal level but businesses that STILL have not fully embraced technology are doing themselves a disservice.

In 1995 it was perfectly fine to consider getting a website and waffle in the process of getting that done. Fast-forward eighteen years, YES eighteen year, and organizations are STILL waffling and more behind than ever.  We have moved so much beyond just having a website not that it is mind altering.  We have also moved to an era where waffling could allow your competitors to get such a big jump on your organization that you would forever be behind the eight ball.

Due to the super quick growth of the tablet and mobile industry we do not have the luxury of waffling on decisions to go full force into the new and aggressive digital marketing space. In fact, if you have a brick and mortar business, you can really no longer even view your organization as a traditional business. YOU must start to see your business as an Internet business. EVERY BUSINESS IS AN INTERNET BUSINESS now.

There is literally no such thing as traditional business anymore, ANY and ALL businesses must be online; therefore, considered Internet businesses.  With so many people accessing company websites with mobile devices it’s not even enough to have a traditional website. YOU must be mobile.

It amazes me that there are so many organizations that have not grasped the importance of an online presence. It’s been eighteen years or more since the Internet became mainstream, I don’t think it’s going anywhere anytime soon.  Actually the Internet is fast becoming the most effective way to market any business.

Traditional ways of consuming media is a thing of the past, very few people read newspapers, magazine, flyers, brochures and pamphlets as a primary source of information as was once the case. If someone finds your traditional media somewhere, they search for a website or social media channel to find out more about your company using their mobile device.

So companies that are still utilizing these traditional media outlets for the majority of their business are placing themselves behind the eight ball and additionally presenting themselves to their clients as a company that is NOT on their game.

Companies must create a strong Digital Footprint for their brand and use traditional marketing as a means to DRIVE traffic to their online brand, not the other way around. Traditional media as a primary source of gaining information is DEAD, like the steel mills in Allentown. I’m not saying that all companies should stop using traditional media, but I am saying that you must go where your customer base is and that’s online and by way of mobile device.  Simply, people are using mobile devices to access information about YOUR Company and YOUR competitors so that’s where you must go. People are on social media channels accessing information about YOUR Company and YOUR competitors, so that’s where your organization must go.

As we decide to lead our organizations into this digital journey of social media and mobile we must realize that we can not just adapt our old “shove the company pitch in their faces” way of marketing. That does NOT work with social media and no one using a mobile device will want to scroll through an old school organizations long winded pitch about what they do, what they sell, blah blah blah, on their mobile device.

A few keys to reaching your social and mobile audiences are:

  • Mobile Website: YOU must first have a mobile website. This is not even optional anymore.  With the rate of people consuming media on the go if you opt out of having a mobile web presence you are turning your back on a huge amount of customers and YOUR competitors will be right there to grab them from you.
  • Social Media: You must have a strong social media presence AND a strategy that is socially driven. Posting your sales pitch on your channels ONLY displays that you have not fully grasped what our new social oriented world is about. Old school marketing strategy consisted of sharing prepackaged content saying all the right things to push your message without regard for the customer. Social Media is about sharing social oriented content that appeals to YOUR READER. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services. I’ll say that again. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services.

People are on mobile devices AND on social media with their mobile devices so it is imperative that ALL organizations have a presence on both.  Take a look below in the statistic on mobile usage.

As of May 2013:

  • 91% of American Adults have a cell phone
  • 56% of American Adults have a smart phone
  • 67% of cell phone owners check their phone for messages, alerts and calls EVEN if the phone is not ringing or vibrating.
  • 44% of people sleep with their phone next to their bed.

As of April 2012:

  • 55% of adult cell phone users use the Internet on their mobile, which has doubled in three years.
  • 31% of cell phone Internet users mostly use their mobile device for Internet, not desktops or laptops.
  • 17% of ALL adults cell phone owners use their cell ONLY for accessing the Internet.
  • 31% of cell phone uses look for health or medical information online.
  • 68% of Smartphone users use their device to access the Internet.
68% of Smartphone users use their device to access the Internet
68% of Smartphone users use their device to access the Internet

With desktop computer usage on the decline, laptop usage rising and mobile usage growing at a super quick rate of speed businesses,  MUST start to see their businesses as Internet businesses. They can no longer AFFORD to ignore having a strong presence in the SOCIAL and MOBILE space.

Mobile usage is on the rise AND desktop is on the decline
Mobile usage is on the rise AND desktop is on the decline

It’s time to ADAPT your ORGANIZATIONAL strategies to the new the new mobile and social world NOT keep your same old school strategies and add digital as an afterthought. It’s a new world squirrel Adapt or die.

If you have any questions or comments, good, bad, ugly or indifferent, I can be reached socially on a variety of channels. Follow me on Facebook, Google + or Twitter.

ALSO if you’d like your business to go mobile check out WordPressPressMobile.net or the WordPressMobile.net Facebook page, they are doing great things over there.

Sources:

Pew Internet http://pewinternet.org/

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#GooglePlus, #SocialSearch And Why You’re SCREWED If You’re Not Taking It Seriously

Google Plus IS Social Search

 

I was a HUGE fan of Google Plus from its initial introduction and I was one of the many people within my social circle that jumped on board immediately.  We were all a part of the original beta testers and were immediately impressed with this platform.  In the earlier stages of Google plus, there were many that were of the “either or” mentality about social media, either they leave Facebook or try Google Plus. Even with so many doubting the importance of Google plus, there were many within my social circles that knew that Google was on to something.  Many, like myself are still of that mindset.

 

I had a discussion over a year ago, with a recreational Facebook user that argued how irrelevant Google Plus was and how it would remain so because HE felt as if Facebook would always rule. As a recreational social media user that shared pictures on Facebook two or three times and would log on every 3 months or so, how could he recognize the importance of a platform beyond his own minimal recreational use.  I won’t even go into why anyone NOT living under a rock in Narnia with centaurs would ever minimize a Google platform. With the exception of a few platforms, Google has been known to turn dust into gold.

English: Google+ wordmark

Although I have always been excited about the possibilities of Google Plus I never thought of it as a platform for casual users. I always thought of Google plus and its extraordinary capabilities for business owners and digital marketers. Honestly I never pictured a person like Mr. Recreational user pounding away and connecting on Google plus. However I did think of digital marketers like myself and other likeminded marketers in my social circles utilizing this as a huge platform to boost their exposure and their clients’ exposure in ways that we have never seen before, even with Facebook.

I am not comparing it to Facebook beyond placing in into the category of Social Media platform.  I’m not minimizing Facebook in anyway, because who could ever minimize a platform that really was a pioneer in the sharing and oversharing world that we live in today. Facebook literally changed HOW we communicate, how much we communicate and even extended into the workplace changing the marketing and advertising fabric of practically EVERY organization in business.  Facebook could NEVER be minimized because they really changed the world and our views of communication and sharing information.

Although Facebook boasts over one billion active users Google plus has the power of the biggest search engine in the world behind it, Google. This is what separates Google plus, as a social media platform, from Facebook. Google is so darn huge that we don’t even use the phrase search engine anymore.  I don’t search, I FREAKIN’ Google. I haven’t searched something since back in the 90’s when those now obscure search engines like; Looksmart, Infoseek and AskJeeves were around. WE ALL FREAKIN’ GOOGLE NOW, we DO NOT search.

Google in all of it’s greatness has been “on to something” since the introduction of Google Plus and they have, in their own Google Greatness kind of way molded this platform into a platform that shouldn’t be ignored.  There have been many subtle changes to Google and Google plus since they pushed the social search platform out to the masses.

Initially Google plus wasn’t much to look at with its small narrow banner and boring look, but the layout has been tweaked a few times to create a much better-looking page. The last few tweaks consisted of the banner change and a full layout change.

There were outward changes to the Google plus platform but most of the changes were behind the scenes with Google and very gradual. These are the changes that will benefit businesses most.

  • The integration of all Google Services
  • Uniform sign on
  • Personalized search results
  • Google places merging into Google Local
  • Blogger ability to be shared easily on Google+ Pages
  • Blogger becoming a much more relevant blogging platform
  • Google+ and team up with Zagat
  • Finally, the push toward social search


In essence there has almost been a full integration of all Google Services with Google Plus at most and at the very least these services greatly compliment Google plus.  Any way you look at it, the integration of these services with Google plus creates an avenue in which shared information meets search. SOCIAL SEARCH.

Social Search is something that Wajam tried but never was able to move forward as successfully as Google will. Also Facebook tried to play the social search game with Bing. We all know how that worked out. Besides there really cool TV commercials, no one really gives a poop about Bing because they are really kinda’ sorta’ irrelevant in the search game. Or I should say in the Google Domination Game.

Google plus is the platform, now that it is merging all of the Google services, will be a pioneer and will dominate Social Search. An avenue where social results will play a role in search results. Oh wait, that’s happening now.

Take a look at the graphic below of an image that I posted to Google plus that displayed in Google search results, for a company that I represent in the digital marketing space.

 

THIS is Social Search, THIS is Google plus
THIS is Social Search, THIS is Google plus

 

THIS is Social Search, THIS is Google plus and THIS is why you are seriously cheating yourself if you do not have your company page on Google Plus.

If you have any comments, good, bad, ugly or indifferent you can reach me on Google Plus, Twitter and Facebook. Circle Me and Follow me!

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Digital Marketing: Targeting Your Audience [Infographic]

Digital Marketing

 

Digital Marketing will be used to some degree for practically every marketing campaign moving forward. Whether we go with a campaign that includes video, slides or social media channels, digital marketing now is a huge aspect of marketing now.  One of the most important things we can do when deciding which digital marketing channel that we utilize is deciding which platform(s) may target our audience best. This is becoming increasingly more important with so many digital marketing channels available now.

 

If we want to be successful in our Digital Market campaigns it is very important to stay abreast of all of the channels but also to be aware that all channels do not fit the needs of all audiences. For instance Pinterest is primary geared toward a female demographic so if we are marketing services that are geared mostly toward men, this may not be the ideal platform to use.

 

Take a look at the Infographic below to give you an idea of HOW to target the proper digital marketing channel for your target audience.

Digital Marketing: Targeting Your Audience
Digital Marketing: Targeting Your Audience

Please Include Attribution to InternetServiceProviders.org With This Graphic

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That guy just posted some stuff to #Facebook, He’s obviously an EXPERT. I’ll hire him said no company ever!

DigitalMarketingManager

I often have conversations about Digital Marketing and how things have changed. We have gone from focusing on Social Media and toward focusing on Digital Marketing all within a year. Although there has been a transition in dialogue and definitely a shift in consciousness, one thing that has not shifted is the degree of people claiming to be experts.

I’ve had a number of people say, “ I am a F-ing Expert.” Oh, I’m sorry seriously? I wonder if these people realize that I’ve been following them on a variety of social media channels AND I have a permanent echo in my mind of some of the dumbazz questions that I’ve seen in their feed. So, um yeah you post some stuff to your Facebook page but a Digital Marketer, that does not make you.

We have really reached the age in technology that companies are searching for more than a person that can post a few cute animal photos to their Facebook feed. I have always said that Digital Marketing is about way more than just posting content to Facebook. The social media aspect of digital marketing is about posting content that reaches out to touch readers/views and engages them enough for them to respond and share. This is of course all WITHOUT tagging 200 friends with the highest Klout score.

Not only do the peers of the so called experts KNOW that these people are no such thing, so do employers looking for talent in the Digital Marketing space. It’s NOT enough to post some stuff to Facebook, you must be on your game now that capabilities in this space is high. The first indication that a person is NOT on their game is those that claim the loudest about their expertise in an industry are usually the ones that aren’t. How can you be an expert in a field that is growing at super quick speed? The people that are dominating this space are those that quietly go about their way doing their thing while continuing to learn their craft.

It is not even a question about companies diving into this space; it is a must if they want to stay in business. Guess what, if you really think that claiming that you are an expert is going to be enough, good luck with that.

I read a statistic that said 90% of content consumed occurs in front of a screen. This means that most of the content that is being read, which has to be created by someone will probably be created by someone in the Digital Marketing space.

A huge part of being a Digital Marketer is creating engaging, relevant shareable content NOT just posting some crap on Facebook. Although the creation of this content is very important, there are so many more things that define what digital marketing is all about. Those that GET THIS, will be the ones that will be in demand in this space.

Right now we are at a pivotal moment in history and in the growth of this industry and it’s the ultimate Shit Got Real moment. NOW is a time when the Marketers that are so in demand move to the top of the pack and the chest beating, “Im a F-ing expert” Gurus fade to black.

If you want to compete in this space it’s time to start doing and stop yapping. Some of the in-demand skills are any combination of the following:

  • Social Media Marketing
  • Social Media Optimization
  • Search Engine Marketing
  • Search Engine Optimization
  • Content Management Systems
  • Web Analytics
  • Customer Relationship Management
  • Web Usability
  • Mobile Web
  • Mobile Marketing
  • Direct Response Marketing
  • Content Marketing
  • Content Optimization
  • Product Marketing
  • Branding
  • Marketing Agency Experience
  • Project Management
  • Video Editing/Creation
  • Video Marketing
  • Social Media Analytics and more

This list includes just some of the expectations of a Digital Marketer that I’ve read about. So needless to say you MUST be on your A Game, beyond just posting stuff on Facebook and boasting about your perception of your own expertise.

Hiring within this Digital Marketing Space is at an all time high and I expect that it will be continuing it’s upward growth. This growth is primarily due to the opinion that traditional marketing is failing in the area of producing tangible results. There was a huge report conducted by The Harvard Business Review, which states that CEO ‘s are tired of traditional marketing that lack results. This opinion is probably a huge factor in the growth of the Digital Marketing Industry. Take a look at the graphic below to display the growth in this field.

[Source: WANTED Analytics] Digital Marketing Employment Growth
[Source: WANTED Analytics] Digital Marketing Employment Growth
Although traditional marketing may be struggling according to this study it doesn’t minimize the need for businesses to market their companies capabilities. This is one of the things that are fueling the growth of Digital Marketers. It allows companies that are hiring to merge services already in use with new technologies to cover an area that is growing exponentially.

So if you are on your game in this digital marketing space, you are holding a winning hand right now. Take a look at the areas in which companies expect to place organizational focus in the graphic below.

Digital Growth Areas 2013
Digital Growth Areas 2013

If you are NOT holding a winning hand in some of these area, brush up on your skills, stop bragging and get on your game. Because really no one wants to hear about what a rock star, guru, maven what-ever-the-hell you are calling yourself this week, especially if your game AIN’T TIGHT.

As usual, I welcome comments, good, bad, ugly or indifferent. I can be reached by Facebook, Google+ or Twitter. I’m pretty sure the GURU’s will be the first to comment.

If You WANT To Be A Chief Digital Officer You’d Better Start Preparing NOW

Cheif Digital Officer

 

It seems that the role of digital marketing is having an even bigger impact on the organizational structure than anyone had thought it would. At one time the only player in the technology driven workspace was the IT Department. They WERE the GODS of the workplace, the organizational powers that be, the Oz of all things with a technology function.

 

Well, times are a changin’ and those changing times are directly connected to super quick growth of digital marketing. As we continue to venture into the digital space more and more, it is realized that the IT space is very different than the Digital Marketing space. The traditional IT departments’ focus has been on supplying information and technology resources, updating software, infrastructure, viruses, onsite servers and more.  These functions are very different than what is required within the ever-changing digital marketing space. Digital Marketers although technology focused have a different function and that’s to adapt business processes from traditional to digital.  The function of Digital Marketers are geared toward but not limited to Social Media Optimization, Big Data, Content Management, Digital communications, Social Engagement and more.

 

This space is growing, as is the demand for employees in this Digital Marketing space. It’s not just about having a great website anymore, that was so last decade. Now businesses are scrambling to adapt to changes in consumer behavior. If you know anything about business, you know that losing touch with consumer behavior could be equivalent to digging a grave for your organization.  At one time, consumers read circulars and clipped coupons. Now, consumers use their ipads, mobile devices and QR code scanners to compare pricing and grab deals. Organizations must have a sense of urgency if they plan to keep up with these changes in consumer behaviors. Quite simply they must adapt or die.

 

Organizations are now aggressively trying to catch up and keep up. They must now be on top of mobile, social, local, visual in ADDITION to web.  Lets not even discuss what new technology is looming just seconds away from being the NEXT BIG thing. The ability to adapt is huge for any organization! This is where the need for a Chief Digital Officer would come in. So, now is the time to jump into this space if you have not done so already.

 

Roles such as Chief Digital Officer will be an integral part of any organization and they will play a huge role in the very structure of the organization as it moves from traditional to digital.  These Digital Marketing pioneers will be responsible for moving the company’s entire digital presence to another level, from initial digital project development and beyond.  There will be a need to tackle ecommerce, online marketing and social media and transformation of analog to digital media. So this field is huge and growing faster than anyone ever imagined, I’m sure.

 

According to a study, it is predicted that 25% of businesses will have created and filled the position of Chief Digital Officer by 2015. That is just two years away, so I suggest you dive into the digital marketing space right now if you have not done so already.

 

If you are in anyway dabbling, working and/or educating yourself about Digital Marketing Technologies you may find yourself on the receiving end of aggressive pursuit because the supply has yet to catch up with the demand for those with this knowledge.

 

Take a look at the slideshow below to give you an idea of some trends that have been instrumental in directing us toward this path of no return.

 

In closing I say, we are living through a historical time when everything is transforming before our eyes. NOW is the time to be apart of history making events that will be as pivotal as the 1st automobile, the invention of electricity and/or the 1st color tv.  I recommend anyone that has even the smallest interest in digital marketing dive right in……. the waters warm.

 

As usual, I welcome comments, good, bad, ugly or indifferent. You can catch me on Facebook, Twitter or Google+ !   Cheers!

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