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Author: Paul Cook
Founder of TagMan - smart tags, smarter marketing. The ultimate Container Tag and De-duplication and online marketing attribution solution which is an independent alternative to Doubleclick Floodlight and Atlas UAT. Over 10 years of experience in Online media and marketing having previously been head of sales for one of the UK's largest radio stations. Founded eCRM software company RedEye in 1997 where he pioneered online advertising measurement.
The question of how to define marketing, especially in a technology organisation, as opposed to sales, remains one of my favorite questions.
The best answer I’ve heard was from a former SVP Marketing as SPSS, “As a company goes in to battle, marketing is like the bombers whereas sales are the infantry. Marketing bombs ahead and provides the air support to sales”.
I love this analogy and to take it a step further I believe the sooner you expect an activity to pay back the less likely it is to be true marketing as opposed to selling.
Being at the heart of two tech organisations I can now share six tips from my experience on how to become a marketing oriented technology company.
I hope you've put the tips from part one into practice; this is part two with my three final tips.
“What is Marketing?” Mark Ritson asked me when I took his course at London Business School ten years ago.
Ironically, marketing has an image problem and dispelling these myths is the enabler to great marketing decisions.
Being at the heart of two tech organisations I can now share six tips from my experience on how to become a marketing oriented technology company. This will come in two parts with these three tips now to start you off...
The most common misconceptions surrounding attribution are that it’s not really technically or practically possible and that you already need a fixed idea of how your individual digital channels contribute to make it worthwhile.
The question on privacy is now not about what the law will require (we know what legislators want), it is what technical fixes can be made to comply.
New rules to prevent the digital industry from tracking user behaviour on the web without their explicit consent are pending both in the US and Europe and, as yet, we see little activity by advertisers to make ready.
Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.
Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.
Not since Google plumped for pay-per-click sponsored listings in 2000 has ‘The Big G’ made a decision as strategically significant as its recent commitment to path-to-conversion reporting in the guise of ‘Multi-Channel Funnels'.
Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.
From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated...
One day, you might ask ‘what the hell have path-to-conversion reports ever done for us?’ These reports now exist, are a massive leap forward and are already driving some advertisers to better online marketing plans.
However, given the pace of change and the ease with which we take such advances in our stride, here’s a pre-emptive strike against us ever taking full path-to-conversion reporting for granted.