Dan Galante

This week, I covered Advertising Week in New York. There were amazing panels.  My key takeaways from Advertising Week were:

1. CMOs need a wide array of skills sets from Storytelling to Data Analysis to owning a P&L statement much like CEOs and other General Managers if they want to survive and thrive in today changing landscape.
2. CMOs need to be the Voice of the Customer inside of the organization and understand how intent is changing the customer journey.
3. Customers want a personalized experience with brands while having the their data protected.
4. Brands need to take a different approach when Understanding and Marketing to Gen Z
5. Marketing and Advertising is not the same anymore.
6. Today’s successful marketer is generous, gives value to the customer and does not steal their attention.
7. AI will empower Marketers to do their jobs better; bring them closer to customers.
8. AI will also allow marketers to get quicker feedback to see which campaigns work best at different points in time by allowing them to make sense of all the data they collect. It is an exciting time to be a Marketer. How will Marketing change? Comment and share below.

Social Networks are places where people congregate; making them great sources of Market Research and Revenue. As a result, Social networks are looking for new revenue streams. The latest revenue channel for them is E-commerce.

Facebook is partnering with Shopify to launch Facebook shops. The social network is the latest to get in on the E-Commerce business.

Last year at SMX East, Google and YouTube shared how they are allowing people to shop online for products. Google also shared people’s buying behavior. I have included parts of the article below.

In Google’s Keynote, I learned how businesses can get an edge during the holidays. I also learned of Google’s plan to use Google Images and YouTube for E-Commerce. Google is also allowing businesses to use location-based Ads in Google Maps.

The key insights of the presentation were:

1. According to Google most shopping visits start online.

2. When diners search for a great place to eat the searches are probably happening on a smartphone.

3. When people are online in cars, more than half of them are searching for information on a mobile device making localization and targeting important.

4. 2/3’s of shoppers say that online video has given them insight and inspiration to make purchases.

5. Shoppers use at least 3 channels or more when shopping.

6. Brands need to provide an omnichannel channel experience all year, especially during the holidays.

7. Sales are happening online and offline. As a result of this shift, Brands need to serve customers on the channels of their choice.

Would you shop on a Social Network? Share your thoughts.

Smartsheet Product Marketing Template

Smartsheet.com Product Marketing template

Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales, and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.

Just as Marketing has a plan or brief, Product Marketing does.

Here are nine things to address in a Product Marketing Brief.

1. What does your company do? Does your product offering align with your business goals?
2. What are the features of your product? Do others understand what you are building and why?
3. Does this Product address gaps in the Market? Include an overview of a Competitive and SWOT analysis.
4. Who is your ideal customer or target market? Include an overview of findings of demographic, psychographic, and buyer persona research. Does your product solve customer pain points?
5. How will you measure product success?
6. What are can go wrong? Can failure be anticipated and corrected?
7. What is the roadmap and schedule of the product? Who’s responsible and in charge?
8. Who needs to be included in the project and who needs to approve deliverables?
9. How will goals be tracked? How often will they be monitored? What insights are you trying to glean from the data?

As a Product Marketer, how do you know if you are successful?

Comment and share.