Without exception, every client of mine is dealing with a digital staffing challenge. That is to say, one or more members of their team have recently left for another job or have given notice, and these folks typically have strong digital skills—in either search engine marketing, content marketing, analytics, or a webmaster-style role.
Google has been a major player in digital advertising since the industry's inception, and along with Facebook, it is one of the sector's two giants, combining to account for 85% of the market in Q1 2016. The company has made a big push lately to improve its suite of digital marketing tools: Google Analytics (GA), Google AdWords, Google Search Console (previously Webmaster Tools), and Google Tag Manager (GTM). Often referred to as the Google marketing stack, these mostly free applications provide marketing organizations with most of the functionality and intelligence necessary to manage sophisticated digital marketing operations.
It's been another exciting year of growth and disruption in digital marketing. Online ad spending in the U.S. grew another $5 billion, and new entrants continue to fuel change, highlighted by Instagram's addition of 100 million users. In 2015, even GE got into the game, naming its first chief digital officer (CDO) and tasking a new CMO with branding the conglomerate a "digital industrial company."
If you're not overwhelmed by the exploding marketing technology marketplace, you're not paying attention. By Chiefmartec.com's count, there are now more than 1,800 vendors competing in a sector that barely existed 5 years ago. Indeed, you've probably been contacted by one of their sales reps in the past week to learn more about the promises of his company's solution. Here's what you need to know to manage a successful marketing technology strategy.
It's no secret that spending on digital advertising is on the rise. In 2014, it accounted for 24% of total ad activity, according to Forrester Research, and will overtake television in 2016. These are meaningful data points and statistically support the notion that a massive shift is underway in the advertising business.