Modern Marketing

The Challenge

There are three environmental forces that are disrupting the way traditional marketing problems are solved:

  Technology Change
from Cloud Computing

  	Although the cloud was once solidly within the IT domain, it is quickly becoming common for marketing teams to spend a significant portion of their time creating and manipulating cloud environments.
  

Technology Change from Cloud Computing
Although the cloud was once solidly within the IT domain, it is quickly becoming common for marketing teams to spend a significant portion of their time creating and manipulating cloud environments.

  Technology Change
from Generative AI

  	Those marketing teams responsible for generating images, videos and text are required to adopt new and unfamiliar capabilities provided by generative AI.
  

Technology Change from Generative AI
Those marketing teams responsible for generating images, videos and text are required to adopt new and unfamiliar capabilities provided by generative AI.

  Social & Regulatory Change
Regarding Privacy

  	Rising demands for user privacy have led browsers and lawmakers to remove old capabilities that have been the norm for nearly 20 years.
  

Social & Regulatory Change Regarding Privacy
Rising demands for user privacy have led browsers and lawmakers to remove old capabilities that have been the norm for nearly 20 years.

The Result

These forces have caused a landslide that prevents most marketers from influencing their customers.

Marketers must understand how to set goals and measure digital performance without relying on cookies alone. They must determine how the new and powerful capabilities available to them can power their strategies. And they must make thoughtful decisions about how to protect the personal data that customers have entrusted them with.

The Solution

At DiveTeam, we believe that the marketers who are successful in the face of these challenges share four principles:

  4 PRINCIPLES OF MODERN MARKETING

  	1. 
    Outcome Based Measurement Strategy
  	to abandon the single source of truth in favor of clear goals set by business domain owners.
  

    2. 
    Iterative Decision Making
    to progress the business through validated learning without reliance on the personal data of individual customers.
  

    3. 
    Authentic Privacy Strategy
    to establish a legal and ethical foundation for managing customer data.
  

    4. 
    Data as a Product
    to apply product management principles to create trusted data products that are managed by teams with domain expertise.
  

4 PRINCIPLES OF MODERN MARKETING
1.	Outcome Based Measurement Strategy	to abandon the single source of truth in favor of clear goals set by business domain owners.
2.	Iterative Decision Making	to progress the business through validated learning without reliance on the personal data of individual customers.
3.	Authentic Privacy Strategy	to establish a legal and ethical foundation for managing customer data.
4.	Data as a Product	to apply product management principles to create trusted data products that are managed by teams with domain expertise.

We call this Modern Marketing, because modernization is about adapting to a change in the environment by abandoning established best practices in favor of new tools that are more effective in the current context.

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Part 2: Modern Marketing in a Nutshell

Modern marketing is a new approach to solving traditional marketing problems that has emerged in response to two changes in the global environment—privacy regulations and cloud computing. In this post, I will explain why I’ve chosen to use the term “modern” and describe how this approach departs from the established best practices of the prior 20 years.

Modern Marketing

The Challenge

The Result

The Solution

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