How ya gonna keep 'em down on the ol' marketing farm after they've seen e-marketing's Paree? You ain't, despite the challenges.
Last spring I was asked to speak to a group of traditional marketers who wanted to learn about e-marketing. Many wanted jobs in e-marketing because they considered it a more dynamic field than the one they were in.
Back then I worked for an agency that was turning away business daily. Preventing us from being overloaded with work was the main challenge facing our director of business development. As you might expect, my presentation to the group focused on e-marketing's opportunities.
My, how times have changed.
A year later many interactive agencies are laying off staff, and they are much less choosy about the projects they take on. A sense of extreme urgency has taken hold of just about every company in the Internet industry.
Last week I was asked to address the same organization that I spoke to last year. I was happy to see that the audience members retained their enthusiasm for e-marketing. This time, however, instead of talking only about opportunity, I focused on the challenges facing us.
As I see it, these are five challenges that almost every company involved in e-marketing is facing right now:
A final note: Many of the members of the organization I addressed last week had over the past year found jobs in e-marketing and subsequently been laid off. Yet despite the lack of security, shifting organizational structures, inexperienced and chaotic management, and long, grueling hours, nobody wanted to return to traditional marketing. There is just too much opportunity in e-marketing to ever want to go back.
Yes, the potential is there. But there is also a lot of work to be done.
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Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.
Hong Kong, October 21-22
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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