Analytics, Mobile, Social Media and Digital Marketing Strategy
Customer Engagement is not just a pop up discipline of last few months.
In 2017 it will be a key discipline – if not even part of leading company strategies – and here’s why: Many companies have a customer friendly direction and a lot of companies think they are truly customer oriented.
2015 has been a very busy and interesting year. At the end of 2014 I had written down some predictions on how I see the digital world changing in 2015 – some of them turned into reality. For example, I heard Google give its paid Premium version away for free in quite a lot of pitches. They might never confirm that, but it was a part of a big bundle of Google services; including Premium for free in the package. Not a surprise, since they really do not need the revenue of this small business unit – and on the other hand delivers an enrichment of data for themselves.
It is one of the most quoted and most used Marketing strategies or at least models in the world: the AIDA model; referring to Attention – Interest – Desire – Action.
For all of us we have been thinking about these steps in our daily work, in our marketing campaigns and in talks with other marketing experts when explaining our approach to the market. This has to come to an end. No longer AIDA. No longer historical models. Change the way you look at customers and their interaction with your company or brand – now.
Why? Because the AIDA model is too general and too less digitally influenced. It does not start with an attention (= delivering a message to a potential customer) as well as it does not end with the simple action (=buying your product). This is so 80`s. Stop being 80`s. Start being 21st century and beyond.
Technology software here, analytics tools there. It’s hard to get through a jungle of vendors, especially when youdon’t know in detail which requirements and future scope the Analytics or Business Intelligence road map has in your own company.
Luckily there are research companies out there providing an overview; besides the two giants Forrester and Gartner there are a only a handful of additional trustworthy research companies doing well researched studies and overviews. One of them is Third Door Media, now having published their latest Market Intelligence Report about “Enterprise Web Analytics Platforms 2015 – A Marketer`s Guide”.
Digital business is carving out a bigger and bigger place in the C-Level management. Proven with a quick glance at the backgrounds and titles occupying your own company’s C-Level Team.
If you need any more confirmation, then Korn Ferry’s Top 15 for 2015: The most in-demand C-level positions for the year ahead is a must read. It lists Chief Innovation Officer, Chief Cyber Security Officer and Chief Digital Officer among the top five most in-demand positions for 2015. Chief Information Officer (CIO) and Chief Technology Officer (CTO) make the list as well.
In other words – data and technology are going to be all of our bosses before long. While the Chief Marketing Officer position is still firmly entrenched in the modern C-Suite, the position is rapidly evolving, and as the C-Suite becomes more digital, so too must the CMO.