How To Solve Some Biggest Marketing Problems With Digital

The birth of marketing is to solve a problem (need), but every marketer faces different problems in their marketing. Most of the cases pertain to the product itself, distribution, resources, budget, etc… but in some cases the challenges can be addressed by technology and digital

The Marketing ROI
Which of my marketing activity had maximum impact? This is a question that would keep many marketers awake at night. What worked, what didn't work and why are the learnings and application that every marketers look for. Till now, different mediums, and different activities had different measurements and importantly, marketing initiatives were not mapped individually to sales. 
Some tools you could check out are - Marketo, Ensighten, Musqot, Ebiquity, etc


Engaging with existing customer
Digital has made engaging with the customer easier. Since the two way conversation is possible using the technology, marketers should be actively using technology for social media engagement, conversation monitoring, email and mobile marketing
There are many tools in the market - Hubspot and Salesforce being the top 2 that comes to my mind.. there are many more like Hootsuite, Radian6, etc


Increasing the Lifetime Value of the Customer
Being proactive is the best way to create WOW! effect. Proactivity is possible through big data analysis. Predicting customer demand on individual basis, when to interject, when to cross sell/ when to up sell is feasible through digital.
Tools that can be used for predictive marketing analysis - Lattice, IBM - Watson, SAP, Spotfire, etc

Market penetration
Digital as a medium is omni prevalent. People are communicating, conversing, and consuming content through this medium. The rise of online traffic, mobile viewing, and app installs and usage all shows that this medium can cater to a large section of population in a specific market. Yes, there are some under developed markets… but the way the growth is projected, even these markets will soon be digital. Hence reaching to the right audience, with the right proposition is feasible
Try the popular ad networks in the online and mobile space. There are even networks working on performance (lead based costs)

Market Research & Customer insights
Until a few years back, digital was viewed as catering to a niche audience. But as the usage and the people increased, today it is reflective of the real world, in terms of behaviour and response. Digital has become an extension of our daily lives and hence any information inferred through data or a research conducted could be safely extrapolated to the entire universe.


Let me know your thoughts on any other marketing activities where technology/digital can play an important role

Image: Visionz.info 

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