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Be a Shining Star or a Dinosaur, You Decide

by: bgramer (@IBMforMarketing)
24 September 2007

Very few business processes today can give companies, large to small, a better or faster ROI then a well managed, executed and measured marketing program.  This has not always been the case but, in the last seven years, Internet and software technology advances have caused such a fundamental change in the ways which marketers can communicate and measure their communications.  Personalized conversations and communications can be automated in real time, driving prospects and customers through simple and complicated sales and marketing processes  such as the buying cycle or the customer life cycle.

I have been working in the digital marketing space, and specifically marketing automation, for almost 10 years now and plan to do so for another twenty.  The amount of marketers learning and improving upon this landscape is outstanding and getting better every day.  The changes that are going to take place in the next 10 years will be staggering.  Marketers are going to play a more important and relevant role at the executive level and  many more than ever before are going to run companies. But we'll only see this among those marketers that completely understand marketing automation and how to apply it to their organization and  market.

In summary, if you’re a marketer get on board or get out of the way.  You are either going to being a shining star or a dinosaur.   The information and technology is available to make the paradigm shift from event, mass, campaign-by-campaign marketing to marketing as a minute by minute, fluid and ongoing  process that can be measured and repeated.




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