Making sense of online user data to build target customer segments is a key challenge for today’s marketers. Online user segmentation enables marketers to build relationships that benefit not only their organisation, but also visitors and customers.
Successful marketing automation enables cost efficiency and improved conversion rates, but requires a skilled marketing team and dedicated use of CRM tools and integration.
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.
The increase in mobile traffic is a given. To remain competitive, companies need to focus on mobile and its next-generation metrics, allowing for improved user experience and marketing efficiency.
Improving management and efficacy of digital marketing is fundamental to building brands and driving business results. The issues of ad viewability and ad fraud are still relevant, but the digital marketing industry has made great progress to develop an ecosystem worthy of trust.
In digital advertising, attribution modelling allows marketers to capture actual ROIs for multiple marketing touch points, understand how and why their prospects converted into customers, and connect the right messages more precisely to the right consumers.
Prescriptive analytics has tremendous potential to become a disruptive force on making business decisions more effective and efficient. Done right, big data and analytics can enhance customer engagement and drive big returns.
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.