Many of us are familiar with a level of maturity in online marketing nowadays, one that requires a far more comprehensive approach than the individual sum of its parts. Tangibility of any marketing practices has become forefront, and at the the CMO and executive level we find ourselves faced with the daunting task of mapping a framework on which to measure successes.
The rapid and evolving marketing landscape has assumed greater necessity for economical understanding of the decisions we make. Given its stratospheric rise in recent times, content is the forerunner.
Methods of measurement for marketing disciplines is a complicated and multi-faceted discussion. The breadth and complexity of marketing in the modern landscape has, in turn, caused an increase in complex KPIs that are now dispersed amongst multiple organizational layers. As Jake Sorofman form Gartner puts it ” Performance Marketing Comes Of Age”
CMO’s Need To Justify Content Marketing Investment
The fear here is that, at the executive level, we may be losing control on what measurements are well constituted and those that simply exist for the matter of good order. Worse still, all too commonly we are ignoring the key problem here, poorly formed KPIs and poor communication between marketing and other senior executives are causing goals and objectives to drift. This is bringing the effectiveness of content into question in such a way that is rectifiable, but doing so involves a revision of the ways in which we are measuring successes.
Without this being recognized, major problems can arise seemingly out of the blue and threaten the very brand we are collectively working towards building. The content marketing industry must work towards the remedy.
The Economics of Content Marketing in 2015 – Investment Tipping Point
