By automating business content, our Wordsmith NLG platform (which you can request a demo of today) is changing the way people do their jobs. But Wordsmith isn’t the only technology transforming the business world. For a broader perspective, we’re interviewing big thinkers on the cutting-edge present and the fast-approaching future.
Douglas Karr is the man of many brands. He’s the founder and CEO of the marketing agency DK New Media, where clients include GoDaddy, VentureBeat, Angie’s List, and Chase. He’s also the founder of Marketing Technology Blog, which covers topics from analytics and automation to search and social.
Can you give me a quick elevator-pitch description of DK New Media?
We assist marketing and technology companies with building online awareness, authority, and driving leads through their digital presence.
What’s the hardest thing about digital marketing these days?
Cross-channel marketing and strategies are a necessity nowadays. Search, social, and public relations all need to work in unison to maximize the impact and reach of your brand online. This includes both organic and paid strategies. Those are a lot of balls for a marketer to juggle, and most companies are doing it with fewer resources today, not more, because the assumption is always that digital marketing costs less.
What part of the job has gotten harder in the last few years? What’s gotten easier?
One example is social media. We often see stats or read articles that say, “it doesn’t work,” but our clients that are investing time in crafting their social selling strategies are getting amazing results.
Social media results can be more difficult to measure via first touch or last touch attribution, but our clients do see increased brand awareness and a growth in sales that correlates with the growth of their network.
What’s gotten easier is a tough question. I’d say that we’re returning to true marketing efforts rather than tricks and shortcuts with search and social.
What big challenge in digital marketing do you think will be solved in the next five years?
Predictive analytics is already becoming quite accurate for large enterprise organizations to see where they should be spending their marketing dollar for maximum impact.
I believe in 5 years the tools for predicting, monitoring and maximizing your marketing investment across channels will be nothing short of amazing. This will help marketers immensely.