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<\/a>In the 2000\u2019s there were some key transformations that revolutionize the way we think of digital and marketing.\u00a0 The first big change was web 2.0 which ment that customers were not only finding the content they were searching for but leaving their sentiments behind. \u00a0This two way interaction started growing the digital channel and shrinking the TV, prints and radio channels. The second big change was social media.\u00a0 In the age of YouTube, Facebook, Twitter, Pintrest and many more the amount of communities further split the channels out to become more segmented.\u00a0 Each of these channels tend to attract a different type of consumer.\u00a0 Early adopters tend to like twitter and trending blogs.\u00a0\u00a0 The lagers tend to use many of the other online channels.\u00a0 The third change is smart phone and mobile device usage.\u00a0\u00a0 The smart phone has radically transforming the way information is created and stored.\u00a0 We need to access information on the run and\u00a0 in real time.<\/p>\nIf your company\u2019s idea of a digital strategy is setting up a Facebook page and twitter account then I am not sure how you will really meet your objective.\u00a0\u00a0 Companies must now consider multi-channel marketing and multi prong approaches in the digital space.\u00a0 These must also consider inbound and out bound channels.\u00a0 There must be a unified strategy of naming and measuring the key performance indicators across all strategies and measuring how they interact together to make the final sales transaction.\u00a0 For example was it a web search that allowed the customer to see the website then make a purchase or was it the tv or magazine print?\u00a0 Customer interaction history can only be gathered and measured in the digital formats.\u00a0 This measure of \u201cattribution\u201d as marketers refer to it, is how the budget should be placed per channel like direct mail, email, web search, web \/print ad, social media interaction, on the phone or in person.\u00a0 I am sure each of them plays in making customers receptive to the final marketing touch point before the purchase.<\/p>\n
This is not to intimidate anyone but the complexity is not going to get simpler as the years pass.\u00a0 Marketing to customers is heading toward a segmentation of one.\u00a0 \u201cGive me what I want and understand me\u201d.\u00a0 This is where the industry has always wanted to go and it is accelerated in the digital age.\u00a0 When we think about branding and marketing to a client, it really comes down to how we operate and how we communicate in synch in each channel.<\/p>\n
The future of marketing is going to be digital (read more how spending will go up<\/a>) but the question is do you really have a strategy? \u00a0 Big Data <\/a>can give you the insight to create a real digital strategy. We will explore how in this article<\/a><\/p>\n Stephen Choo Quan<\/p>\n