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 

Comments

Post a Comment

Popular posts from this blog

Best Indian websites - 2007

Image
Hi, This was an article that appeared in PC World India Nice stuff Santosh ------------------------------------ Technology will dominate the future and the web is clearly one of its greatest manifestations. Forget the dotcom bust that many sceptics will remind you of The Web is going to become our way of life in India . There are enough statistics to point to the rapid growth of the Internet in India – number of connections, e-mail accounts, transaction revenue – all very convincing. But who needs statistics? Just a quick look around will reveal how web is fast replacing traditional brick-n-mortar operations. Be it picking new stocks or new friends, finding a job or a bride, there’s a web way to things that is proving far more effective, and rewarding. Websites today are built with robust understanding of users and available technology. They purposefully pursue fulfilling the needs of their audience but are grounded in strong business reality. And hence, unlike the fairy-tail era gone
Read more

10 Reasons Marketing Strategy should include the Internet

It may seem surprising but many companies, big and small, have yet to develop a rational Internet marketing strategy. Considering the Internet has now been used effectively by marketers since 1994, any organization without a strategy to utilize the Internet for marketing is probably making a big mistake. For any organization that still does not have a meaningful Internet marketing effort we offer 10 Reasons why you should. 1. The Go-To Place for Information Possibly the most important reason why companies need to have an active Internet marketing strategy is because of the transformation that has occurred in how customers seek information. While customers still visit stores, talk to sales representatives, look through magazines, and talk to friends to gather product information, an ever-increasing number of customers turn to the Internet as their primary knowledge source. In particular, they use search engines as their principle portal of knowledge as search sites have become the leadi
Read more

The Disappearance of Gully Cricket: A Reflection on Changing Times

Image
Gully cricket , once an integral part of Indian childhood, is now a fading memory. In the 80’s and early 90s, the streets were more than mere public spaces; they were stages for dreams. A bat, a ball, and a group of eager kids were all that was needed. Stumps were supported by stones, or stones themselves became stumps, or it could be a lamppost, or 3 lines drawn with a piece of brick on a compound wall. If nothing, it would be two hawai chappals that acts as wickets. A twig could be a stand-in for a second bat, and everyone played with a shared spirit. The road in front of anyone's house was open to all—a place where games, conversations, and sometimes even family functions spilled over. The essence of gully cricket was its simplicity and collectiveness. No one really owned anything individually. If one kid had a bat, it became everyone’s bat. The game was not defined by boundaries of ownership or the idea of personal space. Rather, it thrived on the joy of shared resources and ex
Read more