Digital has transformed the way people make purchasing decisions. Therefore, marketers need to understand the role that the omni-channel experience plays in their existing customers’ and prospects’ path-to-purchase.
Technology and digitalization have facilitated an increasing access to information. Laws emphasise that everybody has the right to data protection. Organisations using big data need to focus on transparency, win-win and security to build trust in the digital economy.
Data analytics is going to be a requirement rather than a differentiator in the very near future. Data-driven marketing through eight steps prepare organisations for accessing and integrating data to make informed, proactive decisions.
Aligned with corporate objectives, integrating social media analysis and business intelligence gives you a competitive advantage in terms of immediate insight into online activities that have an impact on business.
Tech-savvy consumers and the continued growth of mobile devices are likely to increase the use of social commerce through social media facilitating the interaction of consumers, driving trust and intention to buy.