The turning point for marketing occurred in the 90’s with the World Wide Web. Not only there was an explosion of new mediums but also new means to hear the voice of the customer.
Digital Marketing can be defined as the promotion of products and
services through a digital medium that encompasses new channels (internet, social media, mobile devices…) and new techniques for interactive engagement. To ultimately identify, convert and retain customers.
The call for Digital Marketing urges, as users spend more and more time online. Tapping into this stream will allow organizations to leverage a finer performance than old cumbersome practices. Big Data comes into place allowing to “connect the dots”, not evident on standard KPIs.
Whether is B2C or B2B three vectors can be enabled from a Digital Marketing capability:
1.Directional Target Audience Traditional
Mass market campaigns nowadays seem like throwing rocks to large pond, the ripples are always too small. Social network navigation stress the need for social intelligence in order to be effective, as Big Data algorithms maximize Google directed advertisements and Facebook suggestions. (No wonder that the Hadoop and Map Reduce ecosystem was developed by Yahoo and Google, two digital giants that made the handling of large sets of information their business)
On the B2B side, an Integrated Digital Marketing Strategy is becoming the norm. This central hub extracts data from different channels to fuel the lead generation process. The so called Marketing Automation Software, has the ability to track the Omni-channel client journey to predict the needs and create tailored campaigns that otherwise would be impossible to devise.
services through a digital medium that encompasses new channels (internet, social media, mobile devices…) and new techniques for interactive engagement. To ultimately identify, convert and retain customers.
The call for Digital Marketing urges, as users spend more and more time online. Tapping into this stream will allow organizations to leverage a finer performance than old cumbersome practices. Big Data comes into place allowing to “connect the dots”, not evident on standard KPIs.
Whether is B2C or B2B three vectors can be enabled from a Digital Marketing capability:
1.Directional Target Audience Traditional
Mass market campaigns nowadays seem like throwing rocks to large pond, the ripples are always too small. Social network navigation stress the need for social intelligence in order to be effective, as Big Data algorithms maximize Google directed advertisements and Facebook suggestions. (No wonder that the Hadoop and Map Reduce ecosystem was developed by Yahoo and Google, two digital giants that made the handling of large sets of information their business)
On the B2B side, an Integrated Digital Marketing Strategy is becoming the norm. This central hub extracts data from different channels to fuel the lead generation process. The so called Marketing Automation Software, has the ability to track the Omni-channel client journey to predict the needs and create tailored campaigns that otherwise would be impossible to devise.
2.Instant Feedback
Analytics, like never before have the ability to resonate campaign performance. Not only direct earnings, but also: client conversion rate, demographics, geo-information… trying to make sense of the key factors that influence churn.
Beyond analytics, Big Data technology has enabled to extract feedback from the information buried on webpages, blogs and social networks. Sentiment Analysis provides an approach to measure the social media ‘buzz’. Instead of relying on ‘likes’ and ‘tweets’ often called ‘Social Standing’, sentiment analysis opens a window into natural language articles, comments and suggestions that overpopulate the web; the take here is to understand if the response is negative or positive, in order to take actions accordingly.
One of the most powerful ways to test: campaigns, new webpage layouts or features, is A/B Testing. And it should be at the core of every marketing campaign, to minimize risk and provide a way to react if something goes sour. If we take an email campaign for example, the premise is to compose two different layouts or ‘calls to action’, and distribute them among several groups of subscribers, tracking the response for each version on real time. (This method almost resembles scientific experimentation, and the variants can include subscriber geo-location, campaign start time, demographics… to further segment the target audience with specific A/B tests)
Analytics, like never before have the ability to resonate campaign performance. Not only direct earnings, but also: client conversion rate, demographics, geo-information… trying to make sense of the key factors that influence churn.
Beyond analytics, Big Data technology has enabled to extract feedback from the information buried on webpages, blogs and social networks. Sentiment Analysis provides an approach to measure the social media ‘buzz’. Instead of relying on ‘likes’ and ‘tweets’ often called ‘Social Standing’, sentiment analysis opens a window into natural language articles, comments and suggestions that overpopulate the web; the take here is to understand if the response is negative or positive, in order to take actions accordingly.
One of the most powerful ways to test: campaigns, new webpage layouts or features, is A/B Testing. And it should be at the core of every marketing campaign, to minimize risk and provide a way to react if something goes sour. If we take an email campaign for example, the premise is to compose two different layouts or ‘calls to action’, and distribute them among several groups of subscribers, tracking the response for each version on real time. (This method almost resembles scientific experimentation, and the variants can include subscriber geo-location, campaign start time, demographics… to further segment the target audience with specific A/B tests)
3.Engagement
Simple online presence (aka website), no longer is sufficient. Digital Strategy is required for:
Also posted on Linkedin
Related posts:
Simple online presence (aka website), no longer is sufficient. Digital Strategy is required for:
- Providing targeted audience’s specific content on multiple devices.
- Extract every click, every word and every navigation path.
- Identify segments, high-value customers and opportunities.
- Personalize customer Interaction with active campaign management and loyalty programs.
- In real-time
Also posted on Linkedin
Related posts: