Gone are the days of monthly sales reports. Marketers must be thinking about conversions (sales) not in terms of months, days or weeks, but SECONDS. Demand for products/services is constant, global and highly competitive. Marketers must invest in technology and marketing infrastructure that allow them to harvest on that demand 24hrs a day.
Companies must continue to market, innovate and grow, or otherwise risk becoming obsolete. Through technology, barriers to entry and time to market for new players has decreased. Staying on the offensive via growth and customer/client innovation is the only real method of securing market position.
Just like tracking stocks online, it’s now that easy to track, monitor and adjust “in real time” all marketing initiatives… Businesses and their CMOs must be in a constant state of doubling down on what drives return while kicking out the rest…
Companies and their CMOs should be looking to invest in as much “search” real estate as possible. It is now possible via recent Google algorithm changes (namely valuing social, video and localized content)…to display multiple company owned pages simultaneously in search results.
Marketers cannot just throw initiatives over a wall; judging themselves merely on: cost per lead, acquisition, or impression. Marketers must work directly with clients implementing various tools, technologies, products and processes to effectively “close the gap” between lead generation and company top line revenues.