Stumbling blocks to digital transformation

Do you also know Martech’s ROI?

It is easy to fall into the trap of bad thoughts when it comes to diversity and inclusion in the workplace. Appoint a diversity director? Good idea. Diversity training, why not? Encourage some employee support groups. Record (quickly) the payment status of the shares. Make a statement on gender inequality and systemic racism and support for LGBTQ rights.

Activity completed? According to dr. Lauren Tucker, who gave us a detailed interview this week (see below), challenges us to think first about inclusion and equality, then about diversity. As a consultant, especially for marketing agencies, your entry into the sector is a priority to promote awareness on an individual level. And in addition to the moral obligation underlying diversity, it also emphasizes the need to do business. How can you successfully reach a potential global and culturally diverse audience and convince yourself that the culture of your business is homogeneous?

The mission here is to spread the word. In the end, we are many gospels, ”said Dr. Lauren Tucker at the end of an extensive discussion on inclusion, equality, and diversity. An inclusive and equal priority: “Inclusivity is the norm”.

The appointment of a diversity director is not a panacea. ‘It’s a great idea for me,’ says Tucker, ‘because I have the best diversity managers. It seems like everyone decided last year to appoint a director of diversity. Do not get me wrong, these people are a great idea. : Diversity, equality, and inclusion.

Instead, Tucker said: “What you need to do is focus on talent and appoint a Chief Talent Officer who will be solely responsible for managing the talent portfolio and advising managers on what to do.  According to Tucker, this is the way to explore the positive aspects of employee activism.

Complete our Martech replacement survey

Many things have changed for marketers in the past year, both in a bad way. In the recent Sitecore survey, 77% of respondents said they saw innovations in the past year and that they can create much more advanced technology.

We want to provide more information, but we need your help. Did you replace the programs in your tech stack last year? Have you moved from old-fashioned home applications to commercial solutions (or vice versa)? And what impact did these changes have on your team?

Yes, it’s time for Martech’s replacement survey. Can we use three minutes of your time to finish here? Of course, we will share the results.

Obstacles to temporary movements

According to a Nielsen survey of more than 250 American brands, organizations of all sizes face some common obstacles in their digital transformation. In some cases, especially with small businesses, the COVID-19 pandemic has forced marketers to double their short-term goal of acquiring customers, even when they see the long-term implications of poor data quality.

Nielsen found that acquiring customers was a top priority for companies of all sizes, but smaller companies were generally more focused on this than large companies.

Data quality and accuracy are seen as a challenge for marketers. 86% of marketers of all sizes consider primary data to be an important resource to use.

ROI is something that, according to three out of four marketers, is still unsure about accurate measurement.

Connected TV (CTV) and responsive measurement are recognized by marketers as a source of new opportunities, but internal knowledge gaps are one of the biggest obstacles to adding CTV to your marketing mix, according to the report.

Because we care. Brands look for primary data to realize the perfect future. According to this study, they believe that the data they already have is missing. Database marketing should allow organizations to connect all points and assess each channel’s budget and ROI. They must collect data and measurements internally before engaging in competing vendors of performance marketing and addressable CTV advertising programs, although the latter, with the advent of data collaboration, represents a promising development for the target audience.

Do you know Martech’s ROI?

In a LinkedIn discussion of the Nielsen survey above, Scott Brinker asked a question about how confident respondents are that they can measure ROI. Depending on the budget and the industry, between 9% and 20% of respondents said they were positive. “On the less encouraging side …” says Brinker.

Kathleen Schaub, an independent strategist, found it interesting: “Perhaps marketers are just realistic about ROI. The accuracy of the possibility of a result is a good thing. Marketing is not a machine or an important asset. More like time, maybe even ROI – questions need to be updated.

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