Ok so this isn’t the newest concept you ever heard of – but hear me out – its time we really changed a few things in the marketing organization.
So its easy to see that today’s marketing teams are not that well equipped to handle “real time marketing” as David Meerman Scott defined it. We need better systems to take in data and analytics in order to make smarter better business decisions.
I would argue that you have to have several sensing mechanisms in place – one that is a data set that is always looking backward (like a rear view mirror) so see what has been said and is always listening and watching the conversations, in addition to that you need a forward looking data set (like a windshield) to help drive decision making on what new products or services to launch, what will be the effectiveness of this campaign, what new hyper customer segments can we go after, and then of course you need a dashboard that pulls all this together in one place so you can see across multiple forms of media.
With today’s fragmented media landscape no single individual can pull together all these media channels to orchestrate and master them. And as a result you get silos of sub-optimized media.
In a real time marketing world speed will be key. So how can you even think of making a yearlong media plan? But that’s what some media planners are doing when it comes to TV and Print. As marketers we need to be optimized for speed and rapidly effective decision-making. Having said that I know we have a long way to go but anything is better than making gut level decisions or worse taking advice from your CEO on a media plan!