Your digital marketing Punch List for 2014 contains all the things you know your company should be doing, but didn't get around to in 2013.
One thing that I never expected to hear was news from White House correspondents about Cabinet-level meetings where the conversations covered user experience and a digital "Punch List," which is a term of art for a "To-Do" list.
Now that 2014 is upon us, digital marketers need to restart with a 2014 punch list of all the stuff we know we should be doing, alongside the requisite juice cleanse and gym membership renewal.
Almost anywhere on the planet, a customer has a mobile device in her hands and is -- in one way or another and whether she knows it or not --shopping. Mobile is the white hot sun that sits in the center of the multi-platform solar system. Whether she's in Shanghai or Sheboygan, the phone is not far out of reach, and that has consequences for marketers.
In this world where mobile devices are a ubiquitous life accessory, customers expect to get information at any time and expect immediate feedback. While the phone is in her hand, she's most likely doing other things like watching TV, riding a bus or browsing in a store. So what can we as marketers do to respond to her needs?
We need to be always open for business and we need to be nimble enough to respond to her any time of day, across all channels, as a single customer. There's no way to have that many sales people on all the time to respond efficiently. Let's take the simple sending of an email. It seems like the easiest thing in the world, but I've never worked with a company that had an easy time sending out weekly or even monthly emails. To be "always on" is to have written hundreds of emails for different segments and different parts of the customer's journey -- and have them ready at the pull of a trigger.
Here is the 2014 Digital Punch List, or the stuff we know we should be working on but didn't get around to in 2013:
Sorry to say there are many more items for this list, but if a punch list gets too long, it's too hard to face. Let's start with the above and move on throughout the year!
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Jonathan is a veteran of the interactive industry who has worked on both the client and agency side. As Group Account Director Jonathan leads the POSSIBLE Energy practice and oversees the Southern California Edison Account. He also oversees an array of accounts that span the spectrum of interactive services - from complex user experience and technical projects, to performance marketing and media consulting. He has worked on major product design and technology projects for such clients as BMW, Motorola, and Cablevision; for high-impact website redesigns for E!, Logitech, Oprah Winfrey, and Twentieth Century Fox, and digital marketing and media services for Mitsubishi Motors and Southern California Edison.
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Hong Kong, 8-9 December
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December 9, 2014
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