Successful marketing automation enables cost efficiency and improved conversion rates, but requires a skilled marketing team and dedicated use of CRM tools and integration.
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.