How did the digital marketing revolution happen?
When it comes to digital marketing events in the U.S., it’s still very much in its infancy.
And even if you’re not in the digital space, the challenges facing the industry are huge.
But the key takeaway is that it’s coming, and the digital marketers have a ton of experience to help you get the most out of it.
In this episode, Recode’s Kara Swisher interviews digital marketing expert Mark Lavin, who’s spent the past 10 years working with companies and industries in the space.
He’s written several books and spoken at conferences on the subject, and now he’s back with a new book, Digital Marketing Evolution.
We caught up with him to find out more about the industry and the challenges it faces.
This episode is also available on Apple Podcasts.
To listen to the podcast, click the title of this episode.
Recode: We recently spoke with you about how the digital advertising industry is evolving.
You talked about the need to be more responsive to customer needs, as well as the importance of using a data-driven approach.
But you also noted that even with these big changes to how we’re selling digital, the traditional advertising model has some limitations.
What are some of the challenges that digital marketers face right now?
Mark LAVIN: I think the most common issue that people have is that they don’t have the time to spend on all of the different digital marketing tools.
If you look at the consumer research that we’re doing on what consumers really value about a product or service, there are so many different things that consumers really want.
So, they’re looking at these metrics.
So what we do is we’re tracking them in all the different ways that we do, and we have the ability to see where the customers are, what the most important thing that they’re actually looking for is, and what their other things are.
And then we can look at those metrics, and see what they are looking for.
So that’s really where a lot of the innovation that’s happening in the marketplace is coming from.
We’re also going to be using analytics, we’re going to see what kinds of data that people are buying from different places, and that’s where a whole lot of innovation is going to come from.
And it’s going to take some time for all of that to take hold, but it’s already happening.
Recodes: Is there anything that we missed out on that you wanted to talk about?
LAVI: Sure, I think there’s a lot more to this topic than just digital marketing.
And the one thing that we can take away from all of this is that there are going to always be more opportunities for us to make the most of our tools.
There’s going be more tools out there that are better for what we’re trying to do, that people want to buy.
So you can always do better with what you’re using.
We’ve done this for a long time, and I think that’s the most valuable lesson of this industry.
You know, the next generation of marketers will be looking at the old playbook, and they’ll look back at how we’ve done it and think, “Oh, we were so good at that.”
So, we’ve got to be better, and more focused.
That’s a lesson that we’ll be taking to the next level.
Recoding: In your new book you talk about the importance, for the industry, of being able to build a better relationship with customers.
And you said that the traditional model is going through some changes in the future, but there are still things that traditional advertising is still good at.
How do you think this will change in the coming years?
LVA: So the idea that you’re going from the traditional way of selling to the digital way of doing that is very different than what it used to be.
It used to have the traditional models where you had one salesperson, one sales call, and you were the one selling.
And now, you’re selling through hundreds of people.
And so that’s not the way that we sell, so we need to look at how to make this more seamless and how to be able to be as flexible as possible.
And that’s going a lot deeper than just the marketing part.
We have to be thinking about how to build that trust and the confidence that you can trust us, that we’ve been around long enough to understand the business, that you understand the product and we understand the user experience.
And we have to figure out how to leverage our digital tools to build better relationships.
And those are going a long way.
And there’s still a lot to do.
But at the end of the day, that’s what people want, and it’s what they want to have.
And in the next 10 years, that will be a lot easier to do than it was even 20 years ago. Rec