Steve Rubel has a positive post titled The Collaboration Economy that encourages marketers to face the current economic downturn as an opportunity to become more efficient, open, and collaborative.
Those drivers have the potential to usher in a new generation of marketing technology, especially geared towards optimizing the communication and coordination between agencies and in-house teams.
Rubel talks about using wikis, internal blogs, and microblogs — which I agree are a great start — to tackle the “huge inefficiencies in the way agencies manage workflow internally and also how they collaborate with clients.”
However, I also think there will be a wave of new marketing-specific applications — primarily offered as software-as-a-service (SaaS) — that help address challenges with implementing and managing:
- Long Tail strategies in search marketing and online advertising;
- social media marketing at scale across a plethora of microchannels;
- closed-loop (or semi-closed-loop) tracking of marketing ROI;
Continues @ Cheifmartec.com
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