Since the dawn of time there’s been a common misconception about marketing and software technology. Most people consider marketing and software tech two separate functions, much like right brain (creative) vs. left brain (analytical) thinking. But, technology is rapidly iterating upon itself as we transition into a completely digital world.
To stay relevant and profitable, marketers must adapt to thinking like a software developer.
Marketing + Technology = Success
Where does this misconception about marketing and software come from?
We sat down with Scott Brinker, co-founder and CTO of ion interactive and author of the book “Hacking Marketing” to learn how the rapid growth in MarTech impacts the modern marketer’s ability to apply a lucrative strategy. Passionate about all things marketing technology, Brinker regularly covers the latest #MarTech trends on his blog, Chief Marketing Technologist. In his new book, “Hacking Marketing”, Brinker provides a deep dive into the interaction between marketing and technology. The symbiotic relationship developing between these two industries is forcing marketers to become pseudo-technology experts.
To remain competitive and keep up with industry trends, marketers need to acquire similar technical skill sets as their counterparts in the engineering department.
The Nuts and Bolts of the “Agile Methodology”
While the relationship is still fairly new, top marketers are eager to figure out how these two industries will innovate together. Brinker introduces a framework that helps all companies, regardless of size, efficiently execute focused marketing objectives. The “agile methodology” suggests marketers parcel big projects into multiple short-term goals and distribute deadlines over 2-4 week sprints. Team members can give and receive frequent feedback and track progress over time. The idea is to ensure short-term goals align with capitalizing on bigger marketing objectives. In this way, the marketing team can work cross-functionally to manage more projects and work faster.
Challenges of the Marketing Technology Industry
Brinker offers advice on how to combat the looming challenges facing the marketing technology industry as it stands today. One prominent challenge he addresses is how not all marketing tech companies are the same, and shouldn’t be. We are in the midst of a rapid marketing tech boom and companies have adjusted to this seismic shift differently. For example, some of the larger brands elected to continue with the status quo and keep business as usual, while others try to adapt by expanding their outreach and networks. On the other hand, the nimble nature of start-ups make them prime candidates to better capture niche market audience segments.
Brinker recognizes the boundaries between the marketing industry and its sister departments remains unclear. Where do we draw the lines between marketing, product, customer service, sales, and even growth or analytics? Any successful marketing objective will need multiple departments involved in the execution. At this point, defining individual roles and department responsibilities becomes crucial to your sprint planning.
The marketing tech world is in constant flux. Scott Brinker reminds marketers how to stay agile in a highly competitive MarTech landscape. Brinker challenges brands to approach marketing tech with an open-mind in order to see long-term benefits.
Interested in learning more PPC advertising tips like this?
Tune in every Tuesday at 10 AM PST to catch the latest episode of #PPCPodcast.
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Google Adwords is a PPC manager’s double-edged sword. AdWords offers a robust suite of tools to help PPC managers yield impressive campaign results, but this highly competitive auction requires more than just a “shoot from the hip” strategy.
Running a successful AdWords campaign goes further than simply raising bids. Instead, PPC professionals must understand how to apply a scalable strategy to generate optimal results. To help explain this further, we sat down this week with Rumyana Miteva and asked her about her thoughts related to ad campaigns, advertising goals, and bidding tips as it it applies to her company. Originally from Bulgaria, Rumyana currently works out of London, as the Head of Performance Marketing at HouseTrip.
With seventeen plus years of experience, Miteva understands the importance of network expansion. More importantly, she has a wealth of experience under her belt; sharing how crucial it is to track campaign success and stay on top of what it is working and what is not.
In this podcast, she shares insights about the management process of her own company and how to optimize AdWords bidding strategies for advertisers. In addition, she offers valuable tips for generating efficient revenues from ad campaigns. Finally, we learn about her thoughts on newer topic trends and the impact on advertising.
Listen to the full #PPCPodcast and check out some highlights below.
Things to Keep in Mind with AdWords
- Getting your tracking setup right is crucial and the first step
- Competitiveness is high, so be efficient about how allocate your budget towards bidding.
- For example, bidding on position #1 may deplete your budget too quickly.
Focus on the metrics that matter:
- Return on ad spend
- Conversion rate by destination page
- Track and optimize down to revenue by campaigns
- Segment out and bid towards device performance
- Bid different by major geographic locations
- Test Google’s Flexible Bid strategies
- Bid to target positions through Google and to outrank competitors
Other strategies to test
- Take full use of Google services and policies, which are available to advertisers
Keep a close eye on what is out there, think of multiple strategies and tools
- Depends on specific objectives and businesses
- For B2B or B2C companies:
- Keep a good balance between spending vs. revenue → want good return on investment
- Target towards Certified Public Accountants
Remarketing Lists for Search Ads (RLSA): easy to use through Adwords editor, great way to keep people engaged, and interested
- Tailored ad targeting
- Possibly treat it as something special; build a separate Adwords account for RLSA
- Add target audiences Continue on existing searching campaigns, build off of what’s there
Interested in learning more AdWords tips like this?
Tune in every Tuesday at 10 AM PST to #PPCPodcast.
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