Other Posts in This Series:
In Merkle’s 2014 Marketing Imperatives publication, we lay out the four areas we believe can help you change the game. They are:
- Addressability at Scale – Create competitive advantage through the ability to deliver targeted and personalized experiences to clients.
- Master the Competencies of the Platform Marketer – Acquire the necessary skills to compete on data, analytics and audience management to drive engagement and performance in the digital world.
- Build the Technology Stack – Rationalize your existing and planned investments in technology to integrate your data and enable coordinated action at every client touchpoint.
- Prepare for Transformation – Chart the path for change that addresses the most intractable questions of organizational alignment and secures the true executive sponsorship that is essential for successful execution.
These imperatives don’t sound easy; and they shouldn’t. It is hard to get them right, but in an industry where companies are challenged to find unique ways to differentiate themselves, they are worth an earnest pursuit. And done right, they can provide a distinct and sustainable competitive advantage—which is good news for the winners in this space. We know, because we’re working on exactly these kinds of complex business problems with our own clients today, and some of them are already seeing benefits that can be quantified in tens of millions of dollars directly traceable to the bottom line.
In a series of articles that will follow, we’ll explore the four marketing imperatives in greater detail. We’ll lay out exactly what the opportunity is, how companies are creating value by systematically tackling these challenges, and how you can achieve that same impact within your own organization.
Download a free electronic version of Merkle’s 2014 Marketing Imperatives today!