It's impossible to escape from the truth that, following the wake of the digital transformation, the marketing environment has irrevocably changed. The digital ecosystem is not what it used to be and so activities must be adjusted and refined in order for companies to succeed in the new world. First we must identify the changes that have taken place in order to define the and anticipate the resulting challenges. New customer experience The digital transformation has affected communication and thus the consumer experience as well. Companies who have leveraged big data to their advantage are micro-targeting their market and delivering hyper-personalized communication and offering. With the standard for competition set at a high bar, all companies will have to strive to deliver a customer experience that wows, marketing that effectively generates leads, and a streamlined and efficient system of customer relationship management.
Every solution claims to be a "wonder fix" The market is heavily imbued with different technologies that claim to be a wonder all on their own but don't have integration capabilities. A true wonder fix doesn't exist - with the competitively of the technological environment, new technologies are constantly emerging that outperform those of the past. A truly intelligent investment would be in a flexible data solution that has the capacity to integrate multiple systems and is capable of adapting to future developments.
So what best practices can act as solution to combat these challenges?
Develop skill sets When hiring it's important to pay attention to key quantitative skill sets that relate to the core business function. However, the world is evolving and as even months after a new hire, you may be faced with a technological challenge that requires new competencies of your teams. In these cases, training and continuing education are essential…that means investing in the new software and the tutorials to teach your team how to use it.
Define goals and constraints Ignoring challenges doesn't make them go away. With change comes difficulty and uncomfortable adjustment periods, so rather than ignoring a potential problem or setback that may result, pay attention to, define, and address your constraints.
Integrate technology Cross channel marketing is now essential and we communicate with our customers through a variety of feeds. It's important to consolidate your marketing efforts and simplify your life through adopting integrated analytics and management systems.
Complete company alignment Determining priorities and creating company cohesiveness must be promoted through complete company alignment. Teams need to share the results of a campaign or important pieces of information on a fluid, instant and company-wide level. The only way to manage the complexity of the digital world is through aggregation, consolidation and simplification.