With increased demand on marketers, and less time to deliver, there is increasing pressure on teams to create content and execute campaigns. Is it time to make an investment in technology in order to boost operations? Let’s find out if Marketing Project Management Software is worth the financial outlay…
Are you aware of the performance of your core marketing processes? Have you ever evaluated the maturity of your marketing operations? With the ever expanding marketing function it has never been as important to be confident in your core processes. Take some time out to find out more about these pillars of operations and how you can boost areas that need development.
“So…what was the return on investment of that project then?” It’s the question all marketing professionals dread from the powers that be. No matter how successful a campaign seems to be, those outside of the marketing function perceive it as a numbers game. If they can’t see an ROI, they can’t see the point of a project. And, as marketing budgets continue to shrink, this focus on ROI has become even more apparent.
For many in-house marketing departments, the concept of having a quality marketing project management solution in place is a no-brainer. After all, what marketing team wouldn’t want a platform that allows them to collaborate with fellow team members, get better visibility and control of projects and automate key processes to deliver a more consistent and quality output? More often than not however, it’s not the marketing department or even the Head of Marketing who has the power to make that all important, game-changing purchase – it’s “the business”.
They say that all publicity is good publicity but that’s certainly not the case when it comes to the problem of data breaches. This unsavoury trend has seen a sharp increase in recent years and 2017 would certainly win the award of “year of the data breach”. First there was Sports Direct who had to admit to their entire workforce that their personal credentials including their bank details had been stolen. The mobile operator ‘Three’ also had over 200,000 of its customer details stolen. This was in addition to a major data breach in 2016 which put millions of customers’ data at risk. Wonga also fell victim, leaking potentially 245,000 of its customer’s person details. But all of those were mere minnows when compared to Zomato who had a database of 17 million customers stolen and don’t forget the NHS whose data breach could have affected over 26 million patients.
One of the great things about marketing and probably one of the reasons you got into marketing yourself is because it’s exciting and ever changing. Constantly adapting to, and in some cases – leading the way in social, behavioural change. There isn’t a day goes by without a new campaign going viral, nor a week that goes by without a new marketing methodology or technology coming to market. But it’s a double-edged sword. If you’re in marketing, in particular – if you lead a marketing department, how do you keep up? How do you choose which new platforms to market on and which new methodologies are right for your company? Most importantly – how do you stay relevant? Below we’ve put together a few suggestions to help keep you on top of your game and future proof your marketing department.
Last year, the Former Homebase CMO, Jo Kendrick, spoke to an audience about her role as a CMO and how it left her very little time to do actual marketing. She was formally one of six members on the board at Homebase and said she spent her time “running a business employing 17,000 people, with margins and profit that were paper thin”. The majority of her time she said, was spent “trying to figure out how to balance the books and make some money”.
Ring any bells?
The modern day marketing team is a bit of a mixed bag – keeping tabs on all of the different roles isn’t an easy task, but nevertheless, it is a requirement. How can you expect to make smart decisions about budget spend if you don’t know exactly how your campaigns or resources are performing?
Agile Marketing. You’ve probably heard the term at least once today. Perhaps along with other common marketing lingo like ‘growth hacking’, ‘big data’, and ‘content shock’. If it’s new and catchy, us marketing folk are on it. And, of course why shouldn’t we be? After all, it’s part of what we do – we need to be on top of the latest trends and technologies if we want to stay ahead of the game.