Nov 25, 2020
Must Read for Marketers: Bridge the Gap Between Brand and Digital Marketing
Harvard Business Review Article Recap, “Is Your Marketing Organization Ready for What’s Next?”
Being a Marketer today is complicated. There seems to be a dichotomy between tried-and-true Brand Marketing and performance-driven Digital Marketing. This, however, could not be further from the truth. Brand and Digital are not mutually exclusive.
This Harvard Business Review article hits the nail on the head. Marketing leaders struggle with modernizing their organizations — maintaining the breadth and depth of Brand while getting the power and performance of Digital — because there’s often too much focus on:
- implementing technology instead of creating value
- driving individual (often siloed) projects instead of championing a holistic (shared) program
Instead, Marketers should focus on getting back to the basics to fuel digital transformation. To do this, they should “…define a marketing value proposition, select the necessary capabilities, and design a competitive next-generation function.”
The Marketing Blueprint
This article shares a blueprint that every marketer must review. It looks at 72 marketing capabilities — spanning traditional and digital — helping you diagnose the health of your marketing organization and highlighting where you need to focus your efforts.
Feeling Pressure to Build AI Capabilities? Start with the Blueprint.
Lastly, it’s worth mentioning that while leveraging artificial intelligence to amp up prediction prowess, advance marketing analytics, and/or improve customer insights is where many marketers are feeling pressure, this framework will help you determine if those efforts will prove to be fruitful in creating value for your customers or your company.
