Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.
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!
Adobe Systems Korea and Asiance have come together in a partnership to provide digital marketing business skills and consulting to the fast-expanding Korean market. Asiance is a digital agency that provides integrated digital strategy including online brand communications, digital engagement and commerce to help its clients more effectively engage today’s connected consumers. It is the first digital agency to announce a partnership with Adobe in Korea, and will deliver consulting and solutions across digital channels, focusing on responsive web development. The partnership will help more clients access solutions that deliver optimized consumer experiences across Web, social, e-commerce and mobile with Adobe Marketing Cloud at the heart of its offering, including Adobe Experience Manager, coupled with Asiance consulting and design expertise.
As devices and consumer behaviors are changing so quickly, it has become a real challenge to make sure customers are having an optimal experience. With Adobe Marketing Cloud and Asiance’s digital capabilities, clients are offered a customized web experience together with added analytical edge to measure, refine, and optimize.
The ability to optimize content is at the core of how a marketer provides customers with relevant, engaging experiences whenever and wherever they connect with a brand. The partnership between Adobe Korea and Asiance reflects how important it is for a digital agency to be able to deliver an innovative and holistic solution. The partnership is going to help more Korean marketers move at the speed of digital to deliver the best possible experience to their customers.