If you're not familiar with it, Campaign Monitor is a highly professional and accessible tool used some of the biggest names in business to develop and track their e-mail campaigns. Their drag and drop tools make the process easy for anyone and their powerful marketing engine is among the best available.
Because my company helps companies succeed after someone lands on their website, post-click marketing, we pay great attention how companies hunt and capture those click conversions. E-mail remains highly impactful in generating clicks and, so, what a company like Campaign Monitor does, matters to us--and many others in digital commerce and marketing.
I had a chance to sit down with Kraig Swensrud the Campaign Monitor CMO. What did he think should scare every marketer today? Here's what he said:
You've had a diverse and successful career in marketing, especially digital and online marketing, across several companies and platforms. Is there a common theme of your work--something that is a constant, no matter where you are?
KS: My background is in engineering, and through studying complex systems and learning how things work, I discovered my passion -- translating complicated technologies into compelling and easily consumable stories.
I've held roles that span the business gamut, from sales, engineering, product and operations, but ultimately hit my stride in marketing. I'm excited about helping companies define a vision and deliver value to customers. At Campaign Monitor, I'm lucky enough lead a marketing team that is responsible for helping millions of customers around the world grow their businesses.
You've been in the digital marketing space for long enough to have seen trends and innovations come and go. What's one big thing that you've seen in marketing that surprised you?
KS: The marketing technology landscape today is something I couldn't fathom 10 years ago. There are more than 2,000 new marketing technology companies and more than 15 entirely new categories have emerged in the past decade. It should scare every marketer to some extent. The focus of my entire career has been on marketing technology and if I find it overwhelming, how are today's executives supposed to navigate this new world? I think that's the biggest challenge facing the modern CMO.
The good news is that despite the emergence of new categories, we're seeing a push towards nimble point solutions that make marketing simpler and more effective. These technologies aren't the complex platform du jour, they're proven digital workhorses. For example, email marketing is proven to work for every audience, and delivers the highest ROI in digital marketing.
Have we reached a point yet where advertisers and marketers think digital first and traditional platforms second? If not, why not?
KS: Yes. Marketers think digital first, mostly because digital marketing is trackable and marketers can use trackable media to prove ROI. Showing results consistently is driving an increase in marketing budgets, but it's equally making marketers more accountable than ever before. Every marketer should be considering solutions that make their jobs simpler and more effective, like email marketing, search, display, video, retargeting, etc.
At my company, we rely on technologies like Adroll, Crazy Egg, Google Adwords, Google Display, Optimizely, Vimeo, YouTube, and our own Campaign Monitor and GetFeedback products, because it's all effective, easy to use, and trackable. I can tell how every dollar spent performed and how many customers I was able to impact and acquire. That level of digital marketing is powerful and core to why marketers think digital first.
My company works primarily in the post-click, customer engagement area of marketing so you know we think it's a very important part of the marketing and sales chain. We also know companies tend to overlook the real value of post-click. Are there similar areas of online engagement and marketing that you think get overlooked?
KS: Every company wants to understand why people you reach do or do not become customers, and technology leaves a detailed trail of clicks. Because digital marketing is more trackable than ever before, every marketer needs to have their hands in analytics to prove how their efforts map back to business goals. It's easy to overvalue superficial data, like the first or last page a customer clicks, without understanding where they go in between. That's why marketers need an arsenal of technology solutions that they can easily use to do their job and report on how their efforts are moving the needle.
What's something most brand managers or digital marketers get wrong?
KS: A glaring marketing mistake is a lack of consistency and clarity in a brand's message. Less obvious is that many marketers still lack focus when it comes to tracking digital marketing efforts. Every marketer should want to follow how their efforts get someone's attention through to converting them to a customer, which ultimately is sales. Great marketers not only track their efforts, they take the extra step to package them in a way that the rest of the business can understand.