Marketing as a function has experienced a major transformation. With the mainstreaming of the internet and social media, the pervasiveness of technology, and the world becoming a more combined place, marketing is no longer confined to conventional methods. Marketing has grown multi-dimensional. For each of the kinds of marketing, there is a business side, an analytics side, a creative side, an experiential side and many more. Moreover, the intent could vary, for instance, some marketing operations are done solely to create leads while some could be done to build the brand name and ensure brand recall. Gone are the times when marketing choices were influenced by intuition and experience. Important marketing decisions are now determined by big data. Conversions cost per click (CPC), traffic sources—with so many potential variables to interpret, it's vital to identify the data that is most relevant to your company. Data-driven marketing choices can boost spending, ROI and provide better, faster results, and present a mathematical basis for marketing campaign effectiveness.
Earlier this week I had the opportunity to attend Forrester's journey mapping workshop in their San Francisco office. It was a great mix of content and group exercises to give everyone hands on experience mapping the journey of a customer. We had a pretty impressive journey map by the end of the afternoon!
I was talking to an "experience marketer" today (someone who designs flashy customer-experience centers for large companies, such as AT&T, Cisco, etc.) and he mentioned something about how strongly environment influences a customer or prospect to buy. As a marketer myself, this is a phenomenon I'm well familiar with. The reason is simple: We don't just buy products or services. We buy the way they make us feel.