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Carri Bugbee

Four reasons most marketing departments are stuck in 2010 - 0 views

  • Why are marketers stuck in 2010? There are four reasons:The crushing pace of technological change — A feeling of helplessness about the pace of change leads to uncertainty about direction, effectiveness, and even personal relevance as a marketing leader. Marketers rely on what they’ve always done because they don’t understand the changing world.
  • Over-reliance on technology and automation — Today, marketing has become a glorified IT department. Marketing decisions are being made by statisticians and data scientists in ways that may increase efficiency – and maybe even sales leads — but drive us away from the heart of our customers.
  • Organizational paralysis — Companies formed departments and teams years ago to work on social media, content, and other initiatives that don’t work like they used to. Becoming “locked-in” to marketing tactics that simply don’t work any longer might be due to outdated agency relationships, organizational resistance, cultural obstinance, lack of skilled leadership, relentless bureaucracy … or some combination of these factors.
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  • Tech is changing consumer behavior dramatically — The methods of product discovery, acquisition, and delivery have been revolutionized. Hyper-empowered consumers are less loyal, more informed, and less trusting of companies and brands than any other time in history. But many companies have not reacted to this reality.
  • Competing effectively now and in the future will be less dependent on the classic “Four P’s of marketing” and more aligned with an ability to be nimble and adjust, adjust, adjust. This should be the most urgent priority at every company, but it’s just not happening in most places I encounter in my journeys.
Carri Bugbee

Sales/Marketing Divide: 61 Percent of Sales and Marketing Departments are Still Not Ali... - 0 views

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    don't have the tools in place to dive deep enough into how that data can improve the customer relationship
Carri Bugbee

MediaPost Publications Social Media Just Another Task In The Job Description 02/07/2013 - 0 views

  • Only 28% saw their budget increase this year, while 69% stayed the same. Prospects were only slightly better for 2013, with 62% of budgets remaining static
  • top salaries, which hover above $125,000. A lot of people are still figuring out social media. Only 13% describe their efforts as advanced. Slightly more than half agreed with the statement, “We keep our heads above water, but not by much.”
  • “Ownership” of social media is murky, and the question may even become passé as numerous departments within organizations jump in
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  • 18% consider writing skills foremost.
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    65% of organizations pile social media on top of other duties, while only 27% employ someone who focuses exclusively on social media.
Carri Bugbee

The evolution of ethics, revisited | USC Annenberg School for Communication and Journalism - 0 views

  • more than 90% of PR executives believe that the distribution of fake news and the purposeful distortion of truth are the biggest ethical threats we face in the future. Defense of malicious behavior and lack of corporate transparency were cited by over 80% of the respondents.
  • Today, earned media – pitching and placing stories through work with journalists and influencers — remains the dominant source (50%) of revenue for PR agencies. It’s predicted to drop to 37% over the next 5 years, with shared (23%), owned (23%) and paid media (17%) picking up the difference.
  • nearly two-thirds (64%) of PR professionals think that in five years the average person won’t be able to distinguish whether the information they consume comes from paid, earned, shared or owned sources.
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  • respondents overall predicted business will become more ethical over the next 5 years. When asked specifically about the PR industry, 9 of 10 predict the profession will be the same or more ethical. This is important because three out of four students tell us that ethics play a very or extremely important role in their choice of PR as a career.
  • Three-fourths of professionals told us their agency or department has a code of ethics. While 92% also think the PR industry needs its own generally accepted code of ethics, only 59% believe that a dedicated organization should play the role of ethics enforcer.
Carri Bugbee

Colleges Need Influencers, but Do Influencers Need College? | WIRED - 0 views

  • Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, like Giannulli, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.
  • Becoming a social media star is the fourth most popular career aspiration for Gen Z
  • watching on-campus vloggers is how many students get a sense of the university’s culture—sort of like a franker, digital version of a campus tour.
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  • Admissions officers are desperate to make the most of social media as a recruiting tool. “One of the things we constantly talk about in our marketing department is, How do we utilize these tools where students spend so much of their time in the admission process?”
  • Some want to reach new students; others want to change a narrative about their school, Freeman says, using microinfluencers on campus to promote academics, say, rather than the partying scene. Others, like UC Berkeley, harness alumni influencers to help raise money.
  • The most successful college-aged influencers seem underwhelmed by universities’ offerings—educational and financial both. Markian is a college dropout. “I took a marketing class in 2017 and it didn’t touch anything even related to social media,” he says. “There’s no question that college is unnecessary. I dropped out because it was hindering my business.”
Carri Bugbee

A DevOps Approach to Improving Marketing/IT Relations - 0 views

  • The increasingly technical nature of marketing means the marketing department has a closer relationship with IT than either is comfortable with.
  • We have found that aligning our organization along DevOps principles helps eliminate that friction. DevOps is a cultural and professional movement that is focused on building and operating high velocity organizations. The movement started in the software industry, but it’s more concerned with people and structure than with technology.
  • One key aspect of DevOps is the relationship between accountability and empowerment. The DevOps philosophy says that those who are most accountable for a specific change should be empowered to make that change themselves.
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    A DevOps Approach to Improving Marketing/IT Relations
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