Make sure to be humble and embrace the people around you to make your program a success.
I am showing my age, as 2013 marks my 25th year working in direct and digital marketing. The lessons that I have learned being a part of and building businesses through this time have enriched my life. If you know me or have followed me over the last 15 years when my role transitioned from practitioner to consultant and industry analyst, then you know I am all about sharing best practices. The ideas that I share are for the greater good in order to drive results today and to embrace the future in the aim of continuous improvement.
It has taken years for technology to mature to the point today that empowers all of us and our always-on, persistent connected society. If you are a reader of my column, you can likely identify with being a contributor to that connected society, but here I ask you to take this journey to see if you measure up as a connected company. That is, are you practicing connected marketing?
What do I mean by connected marketing? My firm has four major themes to our Connected Marketing Framework.
I have lived through and seen many things go right from planning to launch, and sometimes things crumble only to regroup and realign to make them a success. The most important message is to be humble and embrace the people around you to make your program a success. After all, if your technology should fail, who do you rely on? Your peers, the people. There is no silver bullet, every step to success is iterative and should teach you something.
May your next campaign launch be frictionless, and I bet it will be when you partner up with all of your other decision-makers and frontline customer experience marshals.
Let me know how you are building a connected marketing future. Until then, I wish you all the best successes.
Image on home page via Shutterstock.
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For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.
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