Joseph Kehoe, Senior Director, Digital Strategy, Avanade, discussed the opportunities and challenges of modern marketers during his presentation to Argyle's CMO membership at the 2017 Chief Marketing Officer Leadership Forum in Atlanta on June 6. In his presentation, "Modern Marketer's Dilemma and Opportunity," Kehoe explored what it takes for a marketer to thrive in today's rapidly evolving global marketplace.
According to Kehoe, the role of the marketer has changed dramatically over the past few years.
No longer can a marketer rely solely on storytelling to highlight a brand, its products and its services, Kehoe said. Instead, a modern marketer must use all of the tools and resources that are available, and failure to do so may cause a company to fall behind its rivals without a clear path to recovery.
"The role of today's modern marketer went from just telling stories, to telling stories using technology and enabling the business case," Kehoe stated.
Although the modern marketer has a broad range of tools at his or her disposal, getting the most out of these tools can be difficult.
"We have more tools, more information and more capability than ever before," Kehoe noted. "But how do you connect all of those dots together? That's the big challenge."
Meanwhile, having the right marketing team in place can make a world of difference, regardless of an organization's size or industry, Kehoe said.
"You need to make sure that all of your investments line up to the business case – from the investments in technology to the investments in creative to the stories that you're going to be telling."
A modern marketing team should include a mix of marketers and IT professionals, all of whom are committed to helping an organization accomplish its immediate and long-term goals.
"One of the key barriers to connecting all the dots is not having the right team on board," Kehoe said. "IT and marketing need to work together these days."
Kehoe also stated that a modern marketing team must be in place before an organization launches marketing plans or initiatives. Otherwise, problems may arise that slow down the implementation of a marketing strategy or cause a business to miss out on opportunities to extend its global reach or increase its earnings.
"You need to make sure that you bring that core team to the table right at kick-off, rather than bring team members in later," Kehoe indicated.
With the right vision in place, a modern marketer can succeed, Kehoe said.
"Everyone knows your brand already, but you need to find ways to get customers to purchase more from your brand and become lifetime customers."
The modern marketer will understand an organization's short- and long-term goals. Then, this professional will allocate the necessary time and resources to help an organization meet or surpass these expectations.
"You need to get that vision and make it actionable quickly," Kehoe pointed out. "You don't have time to sit three, four or five months and wait for change … and you need to get to that roadmap and plan in a quick and orderly fashion."
Furthermore, the modern marketer must be able to gain C-suite support. Doing so can help a modern market obtain the necessary budget to implement best-in-class marketing strategies that can help an organization differentiate itself from the competition.
"You need to make sure that all of your investments line up to the business case – from the investments in technology to the investments in creative to the stories that you're going to be telling," Kehoe noted.
The modern marketer must focus on finding ways to engage customers time and time again as well, Kehoe pointed out.
Many marketing departments emphasize connecting with customers, yet few departments understand what it takes to generate trust at all stages of the customer journey.
Conversely, the modern marketer will understand a business' target audience and learn from customers consistently. This will enable a marketer to gain unparalleled insights into consumer patterns and trends and discover the best ways to transform one-time shoppers into long-time customers.
"Everyone knows your brand already, but you need to find ways to get customers to purchase more from your brand and become lifetime customers," Kehoe said.
Data analysis tools can help the modern marketer keep track of a marketing team's day-to-day efforts too. These tools allow marketers to establish priorities and map out their everyday tasks accordingly.
"Assign value to your customers and prioritize them accordingly," Kehoe indicated. "Let's figure out the overall value to your organization and assign them to profiles and personas."
The right technologies can empower the modern marketer like never before. These tools can help marketers make sense of assorted data and learn what it takes to deliver memorable customer experiences consistently.
"Write those stories that get customers to engage with you," Kehoe stated. "And make sure you have the right mix of technologies to support the customer journeys … and make sure there's someone connecting all the dots."
Joe brings over 10 years experience in driving digital transformation across large organizations. From enterprise digital strategy and customer/employee expertise to technology integration and planning, Joe has successfully delivered transformative projects to Fortune 500 companies in a variety of industries.