What’s IN THE MIDDLE OF YOUR Two Bookends? A Marketer’s Guide to DEALING WITH Science

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

If art is beauty, is science the beast?


Many corporations think so, judging from the direction they silo their marketing and technology teams. Rarely do CMOs and CDOs bring the brains of both teams to bear on the business’s marketing.


In a time when 38% of marketing professionals admit to underutilizing data for content strategy, companies that don’t marry art and science battle to snag smarter audiences with shorter attention spans.


And there’s no insufficient data to be dissected. Dun and Bradstreet reports that more than 1 / 2 of businesses have increased their data-focused personnel. Regrettably, exactly the same report shows that less than a third of marketers have discovered a method to utilize and connect that robust data.


To bridge this divide, beauty (art) and the beast (science) have to get together for the fairy-tale ending every corporation deserves.


Turning Marketing and Tech Into Partners


At one end of the spectrum sits the CMO’s department; at another, the CDO’s. Between them exists a realm of possibilities which can be unlocked with a “two bookends” marketing approach.


The first bookend may be the new, big proven fact that marketing generates. The next bookend is desired outcomes. Between these bookends lies the true story. But unlike most book series, the story should be built backward to produce a coherent narrative. 


Each step from last to first bookend covers the fundamental components of any advertising campaign: defining the most well-liked user action or outcome, finding out how to engage the prospective audience, constructing buyer personas, and brainstorming the big idea.

Throughout the procedure, both art and science are in play. Marketers offer user empathy, creative strategy, and content and design expertise. Data specialists monitor metrics and examine prior performance data to recommend creative elements and media channels. One team minus the other simply can’t tell a tale just like the two can together.

Plotting the Cleanest, Safest Journey Between Bookends


The route from bookend to bookend begins with total immersion in to the world of the mark audience.


Shockingly, almost 1 / 2 of marketing professionals don’t tailor content to specific customer segments. Begin by considering where customers and prospects go out, both online and offline. What Facebook or LinkedIn groups have they joined? What exactly are they saying on review websites like Yelp, Angie’s List, and Amazon? What industry blogs and publications do they read? What conferences do they attend or sponsor?


From there, science may bring those avatars alive. CDOs and their teams can collect data at scale and ensure it is open to CMOs. Working together, art and science can craft personas and keep a pulse on users’ needs.


Next, marketers and tech teams can define clear metrics where the campaign will undoubtedly be measured. Remember, though, that not absolutely all data is essential, particularly if it doesn’t help tell the story.


Use data to steer your strategy. For instance, for WeAreTeachers.com, an online educator community associated with MDR, our writers, creatives, and program strategists monitor trending content and engagement metrics for associated Facebook groups. Because they build WeAreTeachers’ articles around top-performing topics and keywords, we quickly deliver teacher-friendly content that’s relevant and engaging.


Who Owns the procedure? ALONG WITH OTHER Bookend Process Considerations


Prior to achieving the bookends’ midpoint, CMOs and CDOs should delineate roles based on desired results. However, this doesn’t imply that any one component of the procedure belongs wholly to marketing or technology. More than half of winning companies see content responsibility as a shared function across verticals.


Need an instant solution to divvy up ownership? Create captains. At MDR, our campaign captains coordinate on the list of email marketers, social media managers, and much more who’re responsible for their respective channels. 


Give captains the green light to challenge their teams, even though it means slowing the procedure. Team captains make sure that the bookend-to-bookend process is flowing, not rushing.


How, though, can captains be continued exactly the same page? Turn to a person data platform (CDP). Globally, organizations are investing heavily in CDPs to the tune of $300 million. Not ready for a full-fledged CDP? Focus on a shareable spreadsheet. Having one place where all data lives gives players a precise, full picture of campaign performance.


Where does the info result from? We source ours from places like Google Analytics, our email campaign platform, display advertising networks, and multiple social media platforms. Our dashboard offers a 30,000-foot view of current campaigns, but it addittionally allows drill-downs for every. Even though some data points remain housed elsewhere, our dashboard displays impressions, reach, engagement, clicks, and conversions to provide stakeholders immediate visibility into campaign performance.


With cross-campaign information offered by a glance, leaders could make smarter deployment decisions, such as for example whether to improve email subject lines or add funds to market top-performing ads.


Reporting and Replicating


Data professionals and marketers alike recognize the reality in Pearson’s Law: “What’s measured improves, and what’s measured and reported improves exponentially.”


Maintaining a strict reporting schedule through the entire journey between bookends streamlines the procedure. With each report release, review data for optimization opportunities, and encourage all players to participate. Don’t underestimate the insights of designers, interns, video producers, copywriters, along with other players mixed up in article marketing process. Everyone can reap the benefits of a little bit of cross-training. 

Suddenly, it’s back again to bookend one, however the journey isn’t over. It is time to turn to bookend two for a replay. 

You see, this isn’t an account told once. It’s an ever-changing story that grows with every campaign. But to create an improved story, CMOs and CDOs must study from past initiatives, adding new target personas, honing creative elements, and tweaking their media mixes. In the end, happily ever after isn’t a destination; it’s a journey.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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