Good morning: Short-term and long-term goals

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Good morning, Marketers, and the decision to serve short-term goals and longer term ones isn’t always an either/or.

For instance, you can take action on specific customer service or CX challenges by implementing a conversational tool or by just making sure teams within the org are better aligned. This can drive lifetime value down the road from happier customers. It can also be a source of valuable customer data when you and your tech stack are listening better to customer needs.

And with all the disruption in the third-party data space, through the deprecation of third-party cookies and privacy regulations, brands need that deep knowledge of existing customers even more. What marketers do today can help pave the way forward and navigate unanticipated bumps down the road.

As a business journalist for over 15 years, of course I’m inclined to believe in the benefit of professional development and a steady flow of news to keep marketing leaders at the top of their game. So, another short-term action with potential long-term gains is to attend our upcoming virtual MarTech conference on March 29 and 30 (registration is free) and soak in some insights from other leaders in the field.

Chris Wood,

Editor

Shorts 

People. Data enablement platform LiveRamp has named Jessica Shapiro as CMO. Shapiro has extensive experience as a marketing executive in both B2B and B2C, not only with SAP Concur and Microsoft, but as director of U.S. marketing at Starbucks. Shapiro will report directly to CEO Scott Howe.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.