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Martech: Marketing

Diversity and inclusion are topics for all marketers: Monday’s daily brief

Plus why digital journeys aren't just digital.

Kim Davis on February 15, 2021 at 11:41 am
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MarTech Today’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, and please welcome some new team members.

You’ll be hearing some new voices at MarTech Today starting very soon. Please welcome Meg Ryan and Chris Wood. Meg is an experienced content lead, brand journalist and copy editor. Chris has been around the martech space for a while, and was an associate editor at DMN.

They’ll bring some new perspectives to our coverage, and I’ll also be sharing this platform with them from time to time.  

Kim Davis

Editorial Director

The onus of diversity should not fall on Black marketers alone

Across the board, data shows how far marketing still needs to come in terms of diversity. The Association of National Advertisers (ANA) in a 2020 report found that only 6% of its total members and 3% of the members who are CMOs are Black.

Diversity is a problem that starts at the beginning of the career funnel. Not only is it harder for Black marketers to break into their career of choice, but they are less likely to be promoted. Mercer, a human resources consulting firm, released data last year that showed only 12% of support and operations staff are Black (versus 64% white), and that number continually decreases as Black employees are not promoted to higher levels within companies. The gap is even wider for Black women. A 2020 report from McKinsey and LeanIn.org found that for every 100 men who are promoted and hired to manager positions, only 58 black women [are] promoted and hired.

The onus of representation and inclusion should not fall solely to Black and non-white marketers. Everyone on the team should make it a priority. Brands should also remember that target audiences are diverse and varied and that marketing teams. therefore, should include those voices to reflect those experiences.

Read more here.

Digital journeys aren’t just digital

It was a conversation about agile marketing, kicked off by John Cass, digital strategist and host of the Deep Dive into Agile Marketing podcast. But the point which struck us was less about agile marketing than about the digital journey in general. Lyndon Johnson of Think Different[ly], an agile communications group, wrote: “I think one of the biggest challenges in relation to digital marketing is an assumption that the primary trigger or compulsion mechanism for an action taken online needs to occur online.  It is something we need to address (or be able to test in the context of the organization and the marketing audience).”

Cass responded: “I’m reminded of a conversation with a group of AMA chapter Presidents around 2005 where every chapter leader was confirming their members weren’t responding to email.”

Why we care. It’s an important insight, and one easily overlooked, that journeys aren’t necessarily 100% digital or non-digital. In the current environment, perhaps we sometimes think you can toggle between digital or virtual and in-store or in-person. But it’s not that simple, and we’re certainly hearing from both B2B and B2C marketers that engagement with tangibles — direct mail, gifts, subscription boxes — can be effective. And can, of course, trigger digital actions.

Quote of the Day

“A winning technologist is someone who sticks with problems/opportunities and who owns the outcome. Not the glitz, not the glamour, not the fame, not the recognition…the outcome — for both the in-house customers and external customers.” Sarah McNamara, Solution Architect, Slack.



About The Author

Kim Davis
Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

Related Topics

Channel: Martech: Marketing

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