Technology brings incredible precision to many aspects of our lives. It’s time for marketing to catch up with precision measurement.
Think about cruise control in our cars. Laser levels for builders and carpenters. Arthroscopic surgery. Molecular science. Space exploration. The list goes on and on.
Yet, it wasn’t always that way.
I studied the history of mathematics when I was in college. It was interesting to learn that, thousands and even hundreds of years ago, most measurements were mere approximations. And that was OK with the societies of those times.
A cubit, a common measure a few thousand years ago, is the distance from the elbow to the end of the fingers. It’s approximately 18 inches, but inches hadn’t been contemplated yet.
Of course, a cubit is different for each individual that may measure something, and that was OK. The same concept of approximations applied to currency, time and property. And it suited the needs of the time.
Today, we need – even demand – precision.
That online bank statement better not be off by even a penny. Interest rates are calculated to three decimal places. We use lasers to precisely locate our property lines. We landed a roving explorer on Mars!
So does marketing remain such an imprecise science (or is it still an art)?
The Internet connects us into an incredibly small and seemingly manageable world. Technology enables us to dissect everything we know about everyone we encounter.
Predictive analytics enable us to determine who is most likely to buy a given product – and when and how much they’re willing to spend. So why do so few marketers exploit these opportunities?
Digital Marketing used to be a vision of the future. Well, guess what?
The future of digital marketing is NOW.
We use social media to build a vast web of sales leads, prospects, customers and brand advocates.
That community brings attention to our web site where we inform, train, sell and service customers.
We are able to measure everything that takes place. And we can do it in real time.
Digital marketing puts measurement and accountability in the hands of the CMO.
The art of marketing has truly evolved to science. No longer does the marketing group need to defend their efforts with esoteric measures.
Digital Marketing enables us to connect the marketing plan with the overall business strategy through a series of precisely measurable objectives. And the CMO becomes the hero when those objectives are met.
The future of Digital Marketing is now.
Those that embrace it will enjoy a distinct competitive advantage for some time. Those that don’t will likely go the same route as the cubit.
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