David Meerman Scott has a wakeup call for marketers’ traditional way of approaching customers and campaigns designed to reach them: Stop working so much on the future. Instead, focus on the now.
Scott, a marketing strategist and author of several books including Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now, argues that successful companies zero in on “what is happening in the market rather than on some arbitrary timeline they designed.”
In this podcast, Scott explains the central role that data analytics plays in real-time marketing and the kinds of organizational and technology challenges companies need to address to implement this vision.
“Marketers desks used to be places where ‘creativity’ happened, and we had brochure layouts and other creative things,” Scott says. “But more and more marketing people need to be partnered with IT people to build an infrastructure so that what marketers are looking at from day to day is data. They are looking at charts, graphics, visual representations of things that are happening.”
(Podcast running time: 19:11.)