Sri­hari Palan­gala, Senior Mar­ket­ing Man­ager Dig­i­tal Media, Adobe India – LinkedIn


Every sin­gle oppor­tu­nity to lis­ten to the cus­tomer and mar­ket deliv­ers more power to the mar­keter.  The dig­i­tal era pro­vides a choice of open and direct cus­tomer lis­ten­ing pos­si­bil­i­ties. Because of this, the next decade is an absolutely great time to be a mar­keter. Dig­i­tal avenues and tech­nol­ogy will allow mar­keters to play increas­ing strate­gic roles – help­ing script moves that have man­i­fold impact on the busi­ness. More impor­tantly, data and tech­nol­ogy make it eas­ier for mar­keters to move away from a purely tac­ti­cal view and engage­ment – not to imply that tac­ti­cal is not just as impor­tant by any means!

Here are three spe­cific areas where I see tech­nol­ogy and dig­i­tal out­reach pro­vid­ing more power to the marketer:

1)      Mar­keters can scale vol­umes of busi­ness data more eas­ily - If you are reach­ing con­sumers with your prod­uct or ser­vice, then you can tar­get (cre­ate aware­ness), deliver the right mes­sage (drive inter­est) and ful­fill con­sumer pur­chase trans­ac­tions online. Mar­keters in this case, such as in the FMCG world, play a key role in dri­ving busi­ness – while firmly in the driver’s seat.

On the other hand, if you are mar­ket­ing to busi­nesses (SMBs or Enter­prises), then you can drive inbound inter­est from influencers/decision mak­ers. When cou­pled with good CRM sys­tems, dig­i­tal mar­ket­ing can help you mon­i­tor con­ver­sion and sales fun­nels bet­ter. As you under­stand your con­ver­sion fun­nel you can have fun­nel metrics-driven mar­ket­ing pro­grams. I’ve talked about ele­ments of dig­i­tal mar­ket­ing in this slide deck.

2)      Mar­keters can focus on prof­itable busi­ness cus­tomers and on mar­gin con­tri­bu­tion – With dig­i­tal out­reach you can closely mea­sure and con­stantly drive down the cus­tomer acqui­si­tion costs (vari­able costs). As you acquire cus­tomers, you can also track and mea­sure the ‘qual­ity’ of the cus­tomer and con­stantly tar­get to pur­sue prof­itable (and return­ing) cus­tomers. Finally you can observe and track life-time value of cus­tomers and run tar­geted activ­i­ties to keep cus­tomer engage­ment and reten­tion high.

3)      Mar­keters can embrace the Inter­net to scale dis­tri­b­u­tion and reach – Search, social and mobile has trans­formed the Inter­net expe­ri­ence for every­one. The num­ber of peo­ple a mar­keter can poten­tially reach with tech­nol­ogy today is astound­ing — about 40% of the world pop­u­la­tion has access to the Inter­net: ~10% through fixed broad­band and ~30% through mobile broad­band. And peo­ple are spend­ing an increas­ing amount of time online. Dig­i­tal allows us to quickly deter­mine which mar­ket­ing chan­nels are work­ing, and if they are not then we can fail fast and switch to more effec­tive approaches. And as we see pilot cam­paigns deliv­er­ing results, they can be poten­tially scaled up. Tech­nol­ogy also allows us to look at effec­tive ways to bring offline and online together on mar­ket­ing campaigns.

The above said, from a prac­ti­tioner per­spec­tive there is a lot of data to han­dle, digest and ratio­nal­ize to be suc­cess­ful. This can be a daunt­ing task – but nobody said that com­ing to terms with the new “mar­keter power” was going to be easy!