Distracted By Bright Shiny Objects

Published on LinkedIn April 15, 2016

Adobe 2016 Digital Trends Infographic2

This Adobe 2016 Digital Trends Infographic poses some interesting questions. Consider a few key data points from it:

  • 90% of the 7k executives surveyed say Data-Driven Marketing is the top strategic priority for 2016
  • 46% think Strategic Thinking is the key element of Marketing success, but only 37% see Data as the key
  • 51% consider Mobile applications a top strategic priority, but only 18% see Marketing Automation as an area needing attention.

Wait…what? If data-driven insights are so critical, why prioritize hard-to-measure concepts like Strategic Thinking? Why not improve usage of the Marketing Automation tools that will enable data collection, analysis, and digital targeting? Maybe because Marketing people are often distracted by the next bright shiny object.

As this infographic reveals between the lines, we Marketing leaders should listen to ourselves. Digital marketing got us a seat at the table, now let’s focus on serving up some good data.

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on linkedin.com/in/lorenaharris.
This entry was posted in B2B Marketing, Customer Experience Research, Digital Marketing, Marketing Automation, Uncategorized and tagged , , , . Bookmark the permalink.

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