DIGITAL MARKETING’S CONSTANT PURSUIT
Last year Adobe issued its annual survey results on digital marketing. The report provides some fascinating insights into how businesses are continuing to respond to and capitalize on social media. I highly recommend the report. In its summary, a few particular points especially impressed me about the organizations that are doing it right.
Always Pursuing —The continuous change in our technological world coupled with the dynamism of marketing practically guarantee that no results will ever quench the thirst of any company’s digital marketing dreams. Rather, the situation must be one of continuous pursuit:
“ None of the respondents to Adobe’s 2015 Digital Marketing Survey have achieved complete digital maturity. Given the dynamic state of consumer behavior and marketing innovation, it’s unlikely any ever will. ”
Key Characteristics For Success —The report identifies specific qualities about organizations that are successfully pursuing digital maturity. Among the many characteristics that the report names, a couple struck me as especially vital. First, they invest in their people. They realize that training their existing staff is the guaranteed way to keep the enterprise on the best path. Second, they create or adjust their structures to enable workers to be nimble. This means that on a moment’s notice, a team can be assembled to accomplish a specific digital marketing goal. A strong, skilled staff is the key.
Constant Adjustment And Extrapolation —In spite of the unpredictability of the marketplace and the need to manage within ambiguity, these companies consist of teams that have adapted to the uncertainty while constantly extracting every possible insight about what the future may hold. That stellar approach is beautifully summarized in the report’s closing declaration:
“ In this new era of marketing, the most successful teams are those that understand the target is moving, but keep moving towards it—as well as keeping an eye beyond it. ”
