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What are the current issues in marketing?

What are the biggest organizational and content creation digital issues that marketing & communications managers face today?

  • Really focused on the world of digital, given all the changes in the last 3-4 years with social media, mobile, video content, digital asset management, lead scoring, inbound marketing, content marketing, etc.

  • Answer:

    Integration. At present, and seem to be more tactical and less strategic--focused on means and not ends. As social media projects get walled-up in organizational silos or become the province of boutique consultancies, the prospects for cross-function coordination dim appreciably as does the likelihood of sharing best practices across the business. At present a lot of activity has an ad-hoc, experimental quality to it. This is understandable, as many of the platforms being appropriated are not even a decade old. But the challenge remains to focus trial efforts on areas likely to return results--, , , campaigns, whatever those might might--without precluding other less obvious applications whose discovery may defy the best-laid plans. People, methods and opportunity will all have to align if the social media and digital are to get integrated into larger marketing and business strategies. The biggest issues revolve around the rapidity of organizational learning and the leverage to apply promising initiatives to larger business objectives. Digital must better integrate throughout the organization--escaping the monopoly of specialists--to link up with big-ideas connected with product positioning, brand building and growth. This idea of social media needing a strategic foundation to maximize its potential impact on an organization is treated in a recent article from the : "What's Your Social Media Strategy?" which appears in the July-August, 2011 issue. The authors are Wilson, Guinan, Parise and Weinberg and they identify four categories for social media strategy. They are: Predictive practitioner: tight focus and control with a specific business objective Creative experimenter: listening and learning mode, less fastidious about predefined outcomes Social media champion: centralized group managing across departments and functions Social media transformers: manage a portfolio of projects that engage those both internal and external to the organization

James Fisher at Quora Visit the source

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While perhaps not true for the best of the best (which by definition would make sense), the core issues remains the same...What to say. How to say it. Who to say it to. When? And most importantly...Definition(s) of success? And the measurements for determining success?  Spraying and spewing across multiple channels because it's "free" and some "social media guru" said it's the thing to do doesn't necessarily make it right. What are the goals? How are efforts going to be measured? True, provides an immediate feedback loop, but feedback for those willing to listen has always been possible. The fact that the many who elected not to do so now have to change their ways is ultimately what's new. Yes, listen. Yes, engage. But just because tweets about ____ engages doesn't mean such messages are ultimately going to increase brand value and motivate. If the plan is to spew and not measure then that's not a plan. New mediums...same ol' game. Or perhaps I misinterpreted the question?

Mark Simchock

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