Integrated Digital Marketing Solution – The Future of Marketing

According to digital marketing experts, only every fifth organization is good at digital marketing. Lack of innovation and lack of value-added thinking are challenges that organizations need to address, and optimizing digital operations remains a high priority.

Average marketing budget to grow 6.3% in 2013 – Aberdeen Business Review (Aug 2012). So where will marketing spend this budget in 2013? In most cases, this can be a tricky question. However, the most likely answer is that marketing spends on what works. Best-in-class organizations set the pace for creating consistent, measurable lead management processes, aligning marketing and sales, and systematically tracking marketing revenue. The need of the hour is to expand the utilization of marketing automation systems. Revenue Performance Management features, such as a process to define marketing ROI, cost of customer acquisition and closed-loop reporting that enables marketers to optimize lead management processes, are rapidly adopted. More and more companies are starting to integrate social media into their demand generation and customer acquisition programs, the trend is for companies to use social signaling for lead scoring and content personalization.

As content marketing capabilities mature, companies must strategize in implementing content marketing. They need to tailor content to the buyer’s journey and measure its impact. In today’s dynamic marketing environments, it is certain that marketers need to have much better content management. As digital marketing experts try to understand how to transition to modern content marketing, data from granular metrics is invaluable in transitioning to meet the demands of business demand generation.

To overcome the challenges of managing the total digital experience, marketers should think of the digital channels they own as part of a unified marketing system consisting of several best-of-breed digital platforms for online content management, marketing automation, CRM, etc. All platforms and technologies should talk to each other as part of an integrated digital solution.

Utilization of an integrated digital solution:

The closed-loop engagement cycle is a model used to understand customers:

´ Use analytics and forms to record behavior and profile

´ Analyze the customer context

´ Pack the content to match the customer’s context

Use the buying cycle to understand how, when, and where prospects might be engaged at each stage of the buying process:

´ Understand your customer’s mindset during the buying cycle

´ Define target groups within your audience

´ Understand and target messages to the segment and its objections

´ Implement multi-channel platforms

Leverage digital platforms to achieve omnichannel engagement that meets customer expectations and drives acquisition:

´ Take advantage of three key digital platforms (CMS, marketing automation and CRM)

´ Integrate three platforms to get a common view of the customer across all channels

´ Both web content management system and marketing automation allow marketers to define rules that govern the content displayed in context

´ Automate the engagement cycle

´ Cultivation takes them through the buying cycle to the point where they are ready for sale

´ Deliver leads that are ready to interact with the sales team

In addition, the dynamics of digital marketing are constantly evolving, so a digital solution must be based on user feedback and data analytics to adapt your message to meet the ever-changing demands of each segment of your target audience.

Leave a Comment

Your email address will not be published. Required fields are marked *