According to digital marketing experts only one in five organizations are good in digital marketing. Lack of innovation and dearth of value-added thinking are challenged which organizations need to address and optimizing their digital operations remains a high priority.
The average marketing budget will increase by 6.3 % in 2013 – as per Aberdeen Business review (Aug, 2012). So where will marketing spend this budget in 2013? In most of the cases this can be a tricky question. However the most likely answer is that marketing will spend in whatever’s working. Best in class organizations are setting the pace for establishing consistent, measureable lead management processes, establishing marketing and sales alignment and systematic tracking marketing revenue performances. The need of the hour is expanding the utilization of marketing automation systems. Revenue Performance Management capabilities like a process to define ROI on marketing, cost of customer acquisition, and closed loop reporting which gives marketers ability to optimize lead management processes are being rapidly adopted. More and more companies have began to integrate social media with their demand generation and customer acquisition programs, the trend is that companies use social as a signal for lead scoring and content personalization.
As content marketing capabilities continue to mature, companies need to become more strategic in their implementation of content marketing. They need to align content to the buyer’s journey and measure its impact. Today’s dynamic marketing environments make it certain that marketers need to have much greater control on the content. As digital marketing experts try to understand how to transition to modern content marketing, the data gained from granular metrics is invaluable in a transition that meets the demand generation requirements of the business.
In order to overcome the challenges in managing the overall digital experience, marketers should think about their owned digital channels as a part of a unified marketing system – which is comprised of multiple best of breed digital platforms for web content management, marketing automation, CRM etc. All the platforms and technology should talk to each other as part of an integrated digital solution.
How to leverage an integrated digital solution:
The closed loop engagement cycle is the model used to gain customer understanding:
´ Use analytics and forms to capture behavior and profile
´ Analyze the customer context
´ Package the content to align with the customer context
Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process:
´ Understand your customer’s mindset through the buying cycle journey
´ Determine the target groups within your audience
´ Understand and align the messages with the segment and their objections
´ Implement the multi-channel platforms
Leverage Digital Platforms to achieve multi-channel engagement that aligns with customer expectations and drives acquisition:
´ Leverage the Three Key Digital Platforms (CMS, Marketing Automation and CRM)
´ Integrated the three platforms to get a common view of the customer across all channels
´ Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context
´ Automate the engagement cycle
´ Nurture leads through the buying cycle to the point at which they are ready for sales
´ Deliver leads that are ready to engage with the sales team
Moreover as the dynamic of the digital marketing is continuously evolving, the digital solution must rely on user feedback and data analytics to adjust your message to fit the ever-changing demands of each segment of your target audience.