Need a quick way to divvy up ownership? Set up captains. More than half of winning companies see content responsibility as a shared function across verticals. However, this doesn’t mean that any one element of the process belongs wholly to marketing or technology. Prior to reaching the bookends’ midpoint, CMOs and CDOs should delineate roles on the basis of desired results. Who Owns the Process? And Other Bookend Process Considerations By building WeAreTeachers' articles around top-performing topics and keywords, we quickly deliver teacher-friendly content that's relevant and engaging. For example, for, an online educator community affiliated with MDR, our writers, creatives, and program strategists monitor trending content and engagement metrics for associated Facebook groups. Remember, though, that not all data is important, especially if it doesn’t help to tell the story. Next, marketers and tech teams can define clear metrics by which the campaign will be measured. Working together, art and science can craft personas and keep a pulse on users’ needs. CDOs and their teams can collect data at scale and make it available to CMOs. What Facebook or LinkedIn groups have they joined? What are they saying on review websites like Yelp, Angie's List, and Amazon? What industry blogs and publications do they read? What conferences do they attend or sponsor?įrom there, science can bring those avatars to life. Start by considering where customers and prospects hang out, both online and offline. Shockingly, almost half of marketing professionals don’t tailor content to specific customer segments. The route from bookend to bookend begins with total immersion into the world of the target audience. Plotting the Cleanest, Safest Journey Between Bookends One team without the other simply can't tell a story like the two can together. Data specialists monitor metrics and examine prior performance data to recommend creative elements and media channels. Marketers offer user empathy, creative strategy, and content and design expertise. Throughout the process, both art and science are at play.
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But unlike most book series, the story must be built backward to create a coherent narrative.Įach step from last to first bookend covers the essential elements of any marketing campaign: defining the preferred user action or outcome, understanding how to engage the target audience, constructing buyer personas, and brainstorming the big idea.
Between these bookends lies the real story. The first bookend is the new, big idea that marketing generates. Between them exists a realm of possibilities that can be unlocked with a “two bookends” marketing approach. To bridge this divide, beauty (art) and the beast (science) need to come together for the fairy-tale ending every corporation deserves.Īt one end of the spectrum sits the CMO’s department at the other, the CDO’s. Regrettably, the same report suggests that fewer than a third of marketers have found a way to utilize and connect that robust data.
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Our popular marketing planning template built on the Smart Insights RACE planning system.Īccess the Free digital marketing plan templateĪnd there’s no lack of data to be dissected. Dun and Bradstreet reports that more than half of businesses have increased their data-focused personnel. The song was used in the 2009 film (500) Days of Summer.Download FREE Resource – Digital marketing plan template
The piece closes the entire suite with the "resigned admonition" to "Preserve your memories / They're all that's left you." In popular culture
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"The text refers to the passage of time, and to memories of a loved one, and thus fittingly concludes the series of intervening songs, which address interpersonal relationships at times of life that progress from song to song," wrote James Bennighof, author of The Words and Music of Paul Simon. The “Bookends Theme ( Reprise)” contains vocal accompaniment from the duo. The “Bookends Theme ( Reprise)” is preceded by " Old Friends", which segues into the song with a single high, sustained note on the strings. The song is a brief acoustic piece (once compared to English rock band the Moody Blues) that evokes "a time of innocence." The "Bookends Theme" that opens and closes side one is played on the acoustic guitar, with no additional instruments.
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