Digital marketing strategy like marketing strategy needs to be fundamentally on thorough creative principles and aspects of marketing like the right place or ambience, right audience, right pricing and right promotions, right communication. The edge digital has offered for the last decade to marketers is pace, two-way communication, WOM or community engagement and added timing as a very important aspect. Visiting a few scary terms for unfamiliar marketers and business echelons.
SAAS usage seems to yet overwhelm people, well google apps is SaaS, Hub spot is SaaS, Dropbox, Salesforce, Magneto and many more. Software as a service is becoming the order of the day as maintaining heavy server base is increasingly becoming a preference of the past for majority of the organizations.
The big data, is the user data generated by the social and search engines, which people familiar with the usage could cull and auto data slices which the analytical platforms offered for primary research and KPO churning, like the SPSS. The real story then and now is that the data sings stories for tomorrow. For example, 60% of the people do not complete their purchase on ecommerce after checking out. The reasons very close to shopper behavior in brick and mortar stores, 37% percent actually were just window shopping, Web rooming and found a better price (showrooming is gaining ground everywhere in the retail stores), 27 % believe it was taking too long, a new data peek where 56% shy away due to addendum costs, delivery time etc. Thus the data points may be more but the reality of customer experience remains and if you are not a tired marketer you can look at all these and see if the number sings solutions and stories or do you need to dive deeper. Don’t get phased with terms like canonicals (it simply rules out duplication, when did u have a same brand with one store next to the other and not see it as a mistake J), get past the terminology and the stories will be very charming.
Digital Creative, has to a certain extend phased out that “Killer Creative”, but no killer creative still stay and work, just that if its not so killer and can be more, you can see and change it, and make it better within a day or even pull it out for an interim. From Dpi’s to pixels to headline to post, the format demands adjustment but eternally a good idea with superb consumer insight stays, visually, audio visuals or statics of GIF’s… our canvas of creativity and engagement have increased, and its is a matter of hours to know the possibilities…Just be energetic and hungry to know.
ROI has been used as a term for ever, conventionally, top lines and bottom lines were the first for consumer driven categories. The more the phases of measurement the more the milestones of success. Awareness, Lead, Conversion, Reach, Click through Rate. Common Business sense yet needs to be applied to know which one with a sound logical reasoning. Brand, Category, Market Maturity interplay for a logical out put. Well some may say management demands, but hey when was brand campaign directly related to sales, it was connected to a brand track and consideration set.
It ain’t cool or uncool to be digitally savvy, its simply a place of pace and let's read it for what it really is.
Believe if IOT and the digital universe was suppose to be Rocket Science… That’s is what we would call it “ROCKET SCIENCE”.
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