Forbes: The Five Questions Marketers Need to Ask Themselves in 2013

According to a new article by Forbes’ David Cooperstein, there are five questions marketers must ask themselves before trading in their traditional marketing strategies to jump on the content marketing bandwagon.

“Most annual ‘review’ blogs focus on predictions or notable outcomes to drive decisions in a twelve month timeframe,” said Cooperstein. “But the inflection point at which most marketers find themselves, [i.e.] throwing out old, reliable ways of reaching customers in exchange for data-infused, highly targeting, deeply measurable campaign options, means asking oneself some hard questions about why you do the things you do. To save you time, I am going to answer some of those questions.”

Here are Cooperstein’s top three questions and answers:
1) Question: “Why does the marketing organization need an overhaul?” Answer: There are team members who understand the more targeted results oriented side of marketing and team members who understand the more traditional advertising side. Both sides need to work together to “drive brand and sales results across all touchpoints. We heard that digital add-ons to traditional ad buys became more common in 2012. But unless brand objectives are aligned, this new enlightenment to digital will be short lived.”
2) Question: “Why are Facebook “likes” important?” Answer: Likes are only one of many tools to gain the attention of consumers, especially now that Facebook usage is more sporadic and users take breaks from the site. “You need a social content and marketing strategy that goes well beyond collecting likes, and actually turns those who raise their little blue hands, into brand advocates across all media. Start the conversation, and make it actionable all year long.”
3) Question: “Why is it so hard to measure real audience behaviors?” Answer: In this digital age there is more data on what people are doing right now than there ever has been in human history. And that’s the problem. Viewing data on what six billion people are doing and using that data to determine how those same people will respond to your brand are two different things. “This year, you must hire data analysts that can assess and make decisions based on these conflicting sources of truth.”

- Jack Bradman
Sr. Client Partner, G2Market