Digital marketing has revolutionised the way we consume products and receive information. Marketers must understand the new digital landscape and use the full capabilities it offers to make marketing more customer-centric and to maximise outreach.
Last month, ICON Singapore and Katanya hosted the Digital Decoding Series. It looked at changes taking place in digital marketing and provided valuable insights into using digital marketing to maximise product engagement and revenue.
The internet has created an entirely new digital landscape that offers multiple platforms for marketing a product. It is essential that marketers use the right platform to target an audience.
Marketers have already changed their expectations because the internet offers a new platform for promoting their products. Statistically, buyers are already 60% through the decision making process before engaging with a sales person.
Marketers have less influence than previously in the preliminary stages of the buying process. But they now have a new role, focusing more on how customers receive digital marketing strategies and the best practises they can use to market a product online, while maximising outreach.
The internet has created an entirely new digital landscape that offers multiple platforms for marketing a product. It is essential that marketers use the right platform to target an audience. Using multiple platforms to market a problem can create complications, as it can be hard to judge which platform is most effective.
Marketing automation offers a solution for this. It allows companies to track customers through apps or emails and indicates customer activity. If customers purchase a product or register for an event that is being marketed at them, it demonstrates the value of the strategies used. Marketers can see who hasn’t engaged with their campaign, so they can target those individuals rather than people who have already interacted with a product.
Automation also tracks ‘digital body language’, which analyses whether or not a customer is going to buy a product. Marketers can see all the digital interactions that have taken place, and sales can see which advertising strategies had the best response. Once a customer is deemed ready to buy a product based on their digital interaction, they are sent to the sales department to be converted. This streamlined approach means a marketer doesn’t waste time by continuing to market a product to a client who has already bought it. They can then focus their energy elsewhere.
The online landscape creates a customer-centric outlook when marketing products. It focuses on real-time audience responses rather than assumptions. It is revolutionising marketing and, when used correctly, marketers can tailor a product directly to a customer, making product engagement simpler than ever.
This Insight is related to the event ICON Singapore in partnership with Katanya presents: the Digital Decoded Series - Unlocking the B2B Customer Journey, held on 26 April 2018. For more details on this event, please click here.