PHILADELPHIA, PA, July 11, 2013 /24-7PressRelease/
-- As more consumers are turning toward technology to drive their purchasing decisions, the job of digital marketing professionals such as Sasha Treviso
is becoming more complex. In a recent article in The Huffington Post, Michael Fauscette reveals five digital marketing tips to help chief marketing officers (CMOs) make the most of their work. Fauscette is the group vice president of IDC's Software Business Solutions Group. Sasha Treviso weighs in on how these strategies can make a difference.
Digital initiatives account for 25 percent of the enterprise marketing budget according to a study performed by Gartner. As more customers are turning toward technology, between nine and ten percent of company revenue now comes from digital spending. The interaction between companies and customers is changing. Effective digital marketing has become a must, and here are some tips to help:
Rather than working independently CMOs and CIOs should work together toward a common goal. While it is the CIO who sets up the technology to store and process big data, it is the CMO who utilizes the results of this information. Working together helps to create a more effective marketing technology initiative from the start and reduce underlying struggles on both ends.
Many consumers contact a business after they have already made their purchasing decision. Studies have shown that they are "engaged with as much as 11 touch points before making a decision to purchase." It is up to businesses to make sure that they are getting the right information out to consumers to facilitate their decision making throughout the entire process. Education and engagement should happen long before the final purchase.
Customer communication platforms have become an essential part of the customer experience.
CMOs should not ignore their usefulness. They can allow companies to gain insight into social network preferences and behaviors of customers. This allows them to market to customer needs and target products more effectively.
CMOs should look to bigger vendors for complete solutions to their problems. Companies such as Oracle, SAP, and Salesforce.com have all managed to pull together the various pieces of technology into a workable system.
And finally, integrating Enterprise Social Networks (ESNs) is beneficial in connecting with customers and partners. These interconnected networks can solve specific business problems. Customer communities and partner communities should play an active role in these networks when they are defined and integrated.
Putting all of the pieces of digital marketing together is what companies are striving to do. "Companies are currently bombarding themselves with the amount of data they can collect on the end user. Funneling all theses behaviors and data points - which equates to the terminology of big data - challenges companies who are unable to analyze and apply these findings to their marketing tactics. The key is to understand what is the company's end result with the data? Or what are they trying to accomplish? Simplicity is imperative when a CMO is inundated with consumer data points. The goal should be to organize these points into executable behaviors to maximize the benefit of having big data. Working in digital advertising allows the advertiser access to these attributes. If they can take a synopsis of their own client base and apply it on a larger scale, they will be able to execute brand awareness while adding value to their digital marketing campaign."
She agrees that real-time, accurate, and accessible data is a must. "If the data is difficult to access and there is no API to run analytics, it will be more difficult to monetize. Significant tech resources should be put toward making big data available and accurate," affirms Sasha Treviso.
is the director of email marketing for Adconion Direct. It is a digital marketing company located in San Diego, CA. She holds a bachelor's degree in marketing and master's in business administration.