In this Communicators-to-Communicators 3-minute video, digital marketing industry leader and principal of the Serial Marketer, David Berkowitz, discusses the importance of keeping goals in mind, asking "why?" to understand digital data, and the need to shift from scale for scale’s sake to reaching relevant audiences.
Berkowitz’s resume includes head of marketing and strategy roles at Storyhunter, Sysomos, and Publicis Groupe’s MRY. He’s often quoted in major media on marketing, and has contributed columns for Advertising Age, MediaPost, VentureBeat, Mashable, as well as Adweek. He is a regular industry speaker, an advisor to Fortune 500 companies, and a former editor at eMarketer. In short – he knows what he’s talking about.
In our conversation, he gets to the essence of digital marketing challenges and opportunities. The simple takeaways offer an opportunity for marketers and communicators to look in the mirror and ask key questions as we enter a new decade.
This may sound simple but who has not, in the pursuit of the “shiny and new,” lost track of why you’re pursuing a specific strategy? Berkowitz underscores the importance of having the discipline to stay focused on goals and objectives when executing a marketing strategy.
When it comes to digital data, Berkowitz notes that it offers unique insights, but these may be hidden in the layers of information provided. The key to insights and understanding is to keep asking "why?" until you are satisfied.
The lesson from the last decade of marketing that should inform the next decade is understanding that while the potential to achieve scale is unprecedented, marketers should not pursue scale for scale’s sake. Over the next decade, Berkowitz notes, companies need to focus on pursuing the right audiences.
In our conversation, we also discussed digital marketing lessons for startups and digital ethics, which will be covered in upcoming videos.
Simon Erskine Locke is the founder & CEO of CommunicationsMatchTM .
CommunicationsMatch offers communications and PR agency search tools and resources that help companies find, shortlist, and engage communications, digital marketing and branding agencies, consultants and freelancers by industry and communications expertise, location and size. The site has 6,000 agency and professional profiles in areas including: crisis communications, public relations, internal communications, government affairs, investor relations, content marketing, social media, SEO, website development, photography and video. Prior to founding CommunicationsMatch, Locke held senior corporate communications roles at Prudential Financial, Morgan Stanley, and Deutsche Bank, and founded communications consultancies.