Towards a coherent marketing approach
Posted: Mon Dec 23, 2024 3:49 am
2. Thinking in terms of common goals
The danger of multiple stand-alone specialists is that they are each responsible for their own channel and that there is too little thought from common objectives. This danger can be neutralized, but then sufficient energy must be put into creating an 'animated connection' between all channels and activities. The marketing generalist is eminently suited to fulfill this role.
3. The bigger picture
Techniques and platforms are changing (as mentioned) at a rapid pace, partly as a result of consumer preferences. All the more reason not to (only) focus on these techniques in the organization, but to pay particular attention to the bigger picture : what does the organization want to add to the life of the customer? This last question cannot be answered from the box of the SEO, SEA or content marketing specialist and must be approached more broadly by a… yes, generalist.
It is time for the marketing generalist to be reinstated and for organizations to realize that marketing is more than a sum of specialist tools and techniques. The broadly developed marketer has the beautiful task of transforming the individual specialists into a close-knit team, and orchestrating all the tools into a coherent marketing approach.
The digital workspace (DW) is the set of digital tools within an organization. So everyone has a DW. Tell that to your boss! But what is a good DW? In this article I will first briefly look at the Digital Workplace Manifesto. But I find it more interesting: how do you get there? Many organizations try to do this in one big step and often get stuck because they cannot get all the puzzle pieces in place. I think that a phased approach is more efficient and ultimately more effective in many cases.
The Digital Workplace Manifesto
Many people have thought and written about numrat grek the question of what a good DW is. I sometimes refer back to Sam Marshall 's Digital Workplace Manifesto , which he told us about three years ago at the Congress Intranet:
Work is no longer a place.
Let me be productive where I choose, but respect my home life too.
Manage the outcome, not the process.
Trust that I'm working productively when you can't see me, but hold me accountable for the results.
The digital workplace should be a pleasure to use.
If it's not as good as my digital home life, let me bring in my own devices.
Collaboration only works if we do it the same way.
The danger of multiple stand-alone specialists is that they are each responsible for their own channel and that there is too little thought from common objectives. This danger can be neutralized, but then sufficient energy must be put into creating an 'animated connection' between all channels and activities. The marketing generalist is eminently suited to fulfill this role.
3. The bigger picture
Techniques and platforms are changing (as mentioned) at a rapid pace, partly as a result of consumer preferences. All the more reason not to (only) focus on these techniques in the organization, but to pay particular attention to the bigger picture : what does the organization want to add to the life of the customer? This last question cannot be answered from the box of the SEO, SEA or content marketing specialist and must be approached more broadly by a… yes, generalist.
It is time for the marketing generalist to be reinstated and for organizations to realize that marketing is more than a sum of specialist tools and techniques. The broadly developed marketer has the beautiful task of transforming the individual specialists into a close-knit team, and orchestrating all the tools into a coherent marketing approach.
The digital workspace (DW) is the set of digital tools within an organization. So everyone has a DW. Tell that to your boss! But what is a good DW? In this article I will first briefly look at the Digital Workplace Manifesto. But I find it more interesting: how do you get there? Many organizations try to do this in one big step and often get stuck because they cannot get all the puzzle pieces in place. I think that a phased approach is more efficient and ultimately more effective in many cases.
The Digital Workplace Manifesto
Many people have thought and written about numrat grek the question of what a good DW is. I sometimes refer back to Sam Marshall 's Digital Workplace Manifesto , which he told us about three years ago at the Congress Intranet:
Work is no longer a place.
Let me be productive where I choose, but respect my home life too.
Manage the outcome, not the process.
Trust that I'm working productively when you can't see me, but hold me accountable for the results.
The digital workplace should be a pleasure to use.
If it's not as good as my digital home life, let me bring in my own devices.
Collaboration only works if we do it the same way.