Day 10: Information Systems
This morning I’m going to write about a competitive career advantage that marketers rarely, if ever, talk about.
Have you heard of the term Marketing Information System (MKIS)?
If you haven’t… let me be the first to tell you… it’s a way to level up your worth at your organization.
In my 20 year career as a marketing director, one of my biggest keys to success was building information systems within marketing departments.
You see… organizational skills are an important requirement for all marketing professionals.
A MKIS will enable you to collect, organize, and analyze internal and external information to make better marketing decisions. The MKIS will also help you and your team execute marketing strategies faster.
Look, I’m not talking a super sophisticated system here…
When I first started out… I developed a habit of bookmarking important marketing research, tools, trends, and vendors into neatly organized folders in my browser.
Over the years, my bookmarks turned into hundreds of ‘best of the best’ resources, and my very own knowledge management system. And today, it’s the Flashcard section at CMO Swipe File.
Below is some information to store in your MKIS:
• Your Brand Style Guide Including Logos, Fonts, Colors, etc.
• Brand Strategy Documents, Key Messaging, Past Offers, etc.
• Customer Discovery, Market Research, & Competitor Intelligence
• Customer Satisfaction Survey Results and S.W.O.T. Data Analysis
• Monthly, Quarterly, and Annual Marketing Management Reports
• Historical Marketing Goals, Objectives, & Measures of Success
• Marketing People (inside & outside), Vendors, Tools, & Swipe Files
I hope you see the importance of building a MKIS for your company or client projects. It’s an opportunity for you to take ownership of valuable marketing information. It pays off and it’s worth it.
Next week, I’m going to write about the most effective marketing strategies in 2021. Until then my friend.
From the Desk of:
Thursday, May 6, 2021
7:14 a.m. (ET)
Tip of the Day
Here’s the Absolute Best eBook on How to Write Great Headlines
If you ask any successful copy writer what’s the most important component of their content… they would likely say… the ‘headline’. That’s because the headline is the attention-grabber. It’s what stops a person and draws them into a story. It makes them click. No matter if your content is an article, video, social media post, paid advertisement, or email… your headline is what’s going to evoke curiosity in a person. Here’s a link to the best eBook I have ever read on how to write great headlines. It was produced by Copyblogger, and you have to give your email to download it, but I highly recommend it.
Trend of the Day
The Rise of Clubhouse, the Audio-Chat Social Media Platform
By now, if you’re not a user of the Clubhouse app, you’ve at least heard of it. Clubhouse is the darling of the tech industry with their revolutionary social media audio-chat app that launched in April 2020. According to Bloomberg, Clubhouse is discussing a funding round of $4 billion dollars with investors. Early adopters typically win large audiences on new social media platforms. If you are not using Clubhouse yet as a marketing channel, you should explore its possibilities and consider adopted an audio-chat strategy.
Tool of the Day
The One SEO Tool That No Marketer or Company Should Do Without
Have you heard of the Screaming Frog SEO Spider Website Crawler? I’ve been using it for close to a decade. It’s a free tool to crawl websites up to 500 URLs, and it will diagnosis all of your website’s onsite SEO data in a matter of seconds. If you only know a little about SEO, this tool will help you know everything. You can find broken links, errors, and redirects; you can analyze your page titles, descriptions, and meta data; you can discover duplicate pages, produce site visualizations, and much much more.