Sri­hari Palan­gala, Coun­try Mar­ket­ing Man­ager, Adobe IndiaLinkedIn

I was invited to attend a CMO round­table hosted by LinkedIn and IAMAI in Ban­ga­lore. The dis­cus­sion table had a great mix of senior mar­ket­ing lead­ers from the B2B as well as B2C space, from a var­ied set of indus­tries. My thanks to the hosts (Jaggi andDhi­man) for an evening of inter­est­ing dis­cus­sions and learning.

The event was lively and every­one was keenly talk­ing about and shar­ing their expe­ri­ences in dig­i­tal and social media mar­ket­ing. I syn­the­sized three key points, and think these will only con­tinue to grow in impor­tance in the future:

1. Link­ing dig­i­tal mar­ket­ing to the sales cycle: The strength of dig­i­tal is in ana­lyt­ics , with the oppor­tu­nity to opti­mize an engage­ment through real-time posi­tion­ing of products/services/bundles to the prospect based on context/relevance. The chal­lenges in the dig­i­tal mar­ket­ing era are to stay con­nected with the prospect (mul­ti­chan­nel touch points) with per­son­al­ized and rel­e­vant tar­get­ing dur­ing the consideration/purchase cycle pro­gres­sion. Remem­ber those inter­nal ROI con­ver­sa­tions? They just got a lot more interesting!

2. Con­tent & Engage­ment Strat­egy: The strength of dig­i­tal is how it facil­i­tates open and multiple-way engage­ment with com­mu­ni­ties. In this con­text, the oppor­tu­nity with dig­i­tal is the option for brands to be part of the right con­ver­sa­tions; and the chal­lenge is to mon­e­tize the engagements.

3. Dig­i­tal is increas­ingly the Cen­tral Pil­lar in the Mar­ket­ing Mix: Mar­ket­ing bud­gets are under strain across the board; all spend is expected to work harder and pro­duce bet­ter results.  As mar­keters we need to be ready to launch and sus­tain brands online.

Let’s get geared up and ready for the excit­ing times ahead!