Marketers have long considered what they do to be an art, but how they do it has morphed into a science.
This seismic shift requires merging marketing's best practices with data science and predictive analytics. And this merger might require the addition of new team members who excel at their respective specialty.
So how does a marketer not only breed harmony among such a disparate group of people but also set them up for success? The vice president of marketing at Google Cloud offers three lessons all marketers can find value in – and apply to enhance their productivity.
Digital marketing in Las Vegas shares some commonalities
Despite its size, Google Cloud confronts the same basic customer challenges many people who work in the field of digital marketing in Las Vegas face:
Identifying new customers by using data to reach them in strategic ways.
Approaching these customers by highlighting products or services that solve a problem or fulfill a need or want.
Growing alongside customers as they take full advantage of those products or services.
Investing efficiently and tracking intelligently.
These challenges should sound familiar to anyone working in the field of digital marketing in Las Vegas. But how Google confronted them may not.
Live, breathe and eat data integrity
Yes, marketers should nurture a ravenous appetite for data. But how do they digest all this data, especially if various teams analyze different data and then invariably reach different conclusions? Now you have a team with competing agendas instead of one solidified team focused on one agenda.
First, streamline how you collect, manage and store information, says Alison Wagonfeld, vice president of marketing at Google Cloud. "Ultimately, starting with clean and accurate data has allowed us to get to insights faster,” she says.
Develop an experimental mindset
Even Google relies on paid advertising to increase awareness and it studies which channels produce the best results, Wagonfeld says. But more advertising leads to more data that must be analyzed – a goal somewhat complicated by the desire for real-time optimization.
The solution: using cloud-based data analytics and machine learning to learn who will, for example, try a product and who will convert to a paid user of the product. Instead of waiting weeks for a trial to conclude, assessing a campaign can be done in a matter of days. “With advanced analytics and machine learning, we’re able to know the likelihood of a channel bringing in the right people to trial a product in two days, significantly improving ROI,” Wagonfeld said.
Select specific business problems to solve
Precision is the key here, meaning it's better to reduce business problems to their lowest common denominator and focus on small, more focused questions – “How do we entice this particular segment to make repeat visits?” – rather than the mother of all marketing questions: “How do we drive more people to our website?”
“The real magic comes from combining deep customer insights with thoughtful, creative and messaging,” Wagonfeld said.
That sounds a lot like the quintessential blend of art and science and it's a blend the marketing professionals at ADTACK excel at it. Download our Defining: Digital Marketing guide and then call us at 702-270-8772 to make an appointment for a consultation. We'll help you set up your team for success – and guide your marketing efforts to successful outcomes, too.