Data Driven Marketing: You Must Market Your Change … to Change Marketing
Through a special arrangement, presented here for discussion is a summary of a current article from Cultivating Your Customers, the M Squared Group blog.
Pride, ownership, past efforts, comfort — there are lots of reasons why employees work so hard to shut down new ideas. But the biggest driver is fear — fear of the unknown, fear of losing their importance, fear of even losing their jobs. Add on top the fear of embarrassment, of being irrelevant, and you can see how deep rooted the barriers to change are.
Changes driven by digital marketing present their own challenges.
We have found four key steps are necessary to avoid being stonewalled. These steps are not optional; we have seen no marketer succeed in changing without them:
Map out your destination and the route on the way: What does data-driven marketing look like in digital marketing? Simply put, the revolution focuses on measurement, fact-based decision-making and continual test and improvement. Take a case — a sample e-mail marketing program — and lay out a test grid to show how tests provide new learnings which equals improved open, click and conversion rates. Repeat the case approach to show how to improve site conversion rates using web path analysis.
Network and evangelize: Who are the stakeholders will be threatened with such an approach? Is it the director of creative who will have a much greater and more complex workload? Is it the CIO who will need to provide performance results faster and also provide business intelligence tools to help analyze results? Make the networking part of your daily tasks. Propose a limited pilot program so that you don’t scare anyone.
Make the case for change: Use benchmarks from other companies in your industry to sketch out how much revenue digital marketing could provide to the company in two to three years. Make the case visually with two to three charts and then begin to "walk the halls." Put the visual change onto a big easel in your office and invite anyone and everyone who comes by to see what you are envisioning.
Create your "internal marketing campaign: As the first pilot results come in, create custom versions of a presentation for each of the stakeholders and spend the time to share the results and discuss learnings and implications. Make sure that the stakeholders include your CFO and CEO, by the way. The more you market your results, the more you build understanding and buy-in.
What steps should be taken to encourage adoption of new ideas around digital marketing? What are the particular hurdles to new digital driven approaches? What would you add to the suggestions offered in the article?