Whether your title is officially CMO or you run a marketing organization of some flavor, 2015 is the year digital will be mainstream in your role if it isn’t already. Understanding the digital space and opportunities can be daunting so here are a few suggestions (and please add your own in the comments) to go digital in 2015:
1. Get mesmerized by mobile: While much of what is written about mobile centers on mobile commerce, if your focus is more content marketing you still need a solid mobile strategy. Email is opened first on a mobile device more than 65% of the time; mobile optimized websites are increasingly important for search rankings and mobile advertising is now over $43B in spend due in large part to mobile. Mobile is no longer on the fringe of your marketing strategy; it is part of the core.
2. Engage the influencers: Influencers are people in-the-know who may not be official press but who write, comment and otherwise drive what is news. Their opinions shape perceptions of your customers, analysts and broader press. Challenge your PR team to come up with a tiered structure for influencers – market-wide, product area specific and industry-based, as an example. Follow and engage these people online. If you need a primer on influencer marketing, WOMMA wrote a guidebook that is excellent.
3. Stop being a Twitter twerp: You can, should and I would argue must be on Twitter if you are a CMO. Whether you post often or primarily lurk, Twitter is your most current, in the moment source of news affecting your industry and brand. So set up your profile, get yourself a dashboard, make lists for news, influencers and your brand and READ. No more being the “I-don’t-have-time-for-that” kind of Twitter twerp.
4. Join or form a mentoring group for CMOs: Join and participate in an organization focused on advancing the role and capabilities of the CMO. Digital will be a frequent topic in these groups and it is an excellent way to learn. Personally I belong to The CMO Club and have found it invaluable. From this group, a small number of women marketing executives have formed a dinner group and we meet every 6 weeks or so to talk through ideas, ask each other advice and have a good laugh. Digital is frequently a topic for us. These two things have been the most valuable investments I’ve made in my career in recent years. So go join an organization or set up a small group for drinks or a good meal and talk.
5. Make one strategic digital bet this year: Pilot a brand ambassador program with your employees; run a series of influencer campaigns; try out content syndication… pick something outside your brand comfort zone in digital and go for it. Worst case you’ll learn a lot about your brand and your customers. Best case, you’ll show impact in brand perception and revenue that you can scale further.
These five things will give you momentum in digital and the organizational confidence to expand further. compare hotel prices If however, like many of us, you’re still catching up on goals from 2014, you also may enjoy my 14 Digital Imperatives for 2014 post.