Data's place in digital marketing is pretty rock solid. Those wielding analytics tools and drawing inferences from sound statistical measurements are the rock stars of the marketing world. This week's digital marketing roundup helps put this assertion into context, with various articles proposing strategies to woo customers using the Web's strengths to the fullest extent.
1. "Digital marketing pro-tips: How enterprises win customers" – Inc.
The good people at Teradata and Econsultancy recently interviewed over 400 upper-level marketers at international organizations that generate annual revenues of at least $500 million. Many of the leaders in the digital marketing community – 3 in 10, in fact – explained data management platforms are their top priority for technology investments. Audience management and marketing application management systems represent other key resources that marketers depend on to improve their campaigns. At the same time, many marketing directors reiterated the importance of personalization and controlling costs. At the heart of both of these initiatives is the accurate data.
2. "Maybe digital marketing isn't for you?" – Forbes
Most marketers will have moments of self-doubt at some point in their careers, and digital channels often worsen this feeling because of how quickly strategies seem to shift. However, Forbes doesn't build a case for giving up, and instead reminds marketers how digital marketing is not for those lacking patience. Even with the best data and automation tools, most businesses won't see a transformation over night. One of the fundamental principles of marketing through digital channels is developing a strategy and consistently tracking and measuring outcomes once a campaign has been put into action. From this point, marketers can establish data-derived variables to test out as a campaign evolves or when rolling out a new one.
3. "Eight interesting digital marketing stats we've seen this week" – Econsultancy
Are consumers hesitant to share their personal information? According to research from Econsultancy and Acxiom, 31 percent of respondents say it's generally worthwhile to share personal data with companies when they get something in return. With this in mind, it's critical that businesses demonstrate they're using customer data for consumers' benefit. Another highlight from the article is nearly half of small-business owners polled in a recent study said marketing is the key ingredient of a successful growth strategy. However, many say they don't have the time or skills to effectively carry out marketing campaigns. Finally, mobile is increasingly the first tool customers reach for to research products and services.
"Digital marketing constantly changes and the skills required by those in charge of developing, implementing and tracking strategies must adjust accordingly."
4. "Evolution in digital marketing skill sets" – Search Engine Watch
Digital marketing constantly changes, and the skills required of those in charge of developing, implementing and tracking strategies must adjust accordingly. The evolving requirements of modern marketers hoping to conquer digital channels involve project management, a solid foundation in IT processes, software tools and, of course, data and analytics. These skill sets support the idea that marketers need to be able to manage multiple marketing platforms and frequently integrate different tools, such as customer relationship management and content management systems, to become more agile in creating targeted campaigns.
5. "US digital marketing will pass TV in two years, topping $100B by 2019" – Forrester
Television's grasp on marketing spend is about to be usurped by digital channels. What does it mean for marketers? Mobile technology will play a bigger role in ad campaigns, making up 66 percent of expected growth in digital marketing. Another idea to keep an eye is contextual marketing, which is a concept championed by customer-obsessed organizations. To deliver marketing messages that resonate with consumers based on specific browsing behaviors requires both strong data and analytics platforms.