Perspectives

Marketing operations in an "always-on" world

Marketing must reorganize itself for a world where socially-empowered, search-enabled consumers can go from awareness to purchase in seconds.

Today’s chief marketing officer (CMO) has a more expansive remit than ever. From core marcom, advertising, and promotions activities to the evolution from campaigns to “always-on” content messaging, user experience, eCommerce, and the overall customer experience. With this in mind, organizational change management around the ever-expanding and evolving marketing function is critical to operational success. Here are three key steps:

  1. Organize for “always-on” content creation, curation, and global compliance
    From a message creation, curation, and management perspective, early adopters of content marketing organizational models have shown that consolidation of specific search, social, and digital agency functions can maximize cross-channel content efficiency, streamline data and insights, and integrate more easily with traditional above the line tentpole messaging. It can also provide scale efficiencies. However, careful consideration must be paid to adding operational scale and cost as the benefits of publishing social content alone lacks sufficient ROI and commercial measures to justify both agency and internal operational costs around content with a very short life span and ultimate value.
  2. Optimize your content supply chain
    To optimize content supply chains, various content marketing SaaS platforms have emerged as an outgrowth of digital publishing industry consolidation, that are driving adoption of new content marketing organizational models. These systems offer streamlined workflow systems and opportunities that, when matched with the right content marketing organizational model, can drive internal efficiency over outsourcing yet another agency-led cost. Governance and compliance models vary by vertical industry, however, various “always-on” models have emerged for further consideration.
  3. Choose the right content management system
    From a content platform and enterprise systems perspective, implementation of the proper content management system (CMS) is critical. From centralizing the marketing efforts of global regions and sites, to providing access to best in class marketing programs, learnings and content tracking, the right CMS combined with an evolved organizational model and structure can maximize CMO governance, ensure brand compliance, and avoid the creation and publishing of global content noise.

Published on December 7, 2015.

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