The 5 Lanes of Marketing Transformation in the Digital Age

1. THE 5 LANES OF MARKETING TRANSFORMATION IN THE DIGITAL AGE Toolbox Marketing Consulting

2. Traditionally marketers were able to know about customers’ demographics (age, gender, income, education…etc.), psychographics motivations, values….etc.), and purchase behavior (what do they buy, frequency of buying, consumption patterns,….etc.). Digital tools available today allow us to know a lot more about customers including their intentions, planned activities, planned events, desired products, what of the brand’s content are they engaging with or sharing, what reviews are they writing about the brand on different platforms, conversations are they having about different brands and products, as well as their actual location through their mobile devices. (lifestyle, what social media

3. Lane 2: Content While organizations, brand owners and marketers may be concerned about return on their marketing materials’ investment, customers concerned about their own return on engaging with it. Nobody wants to waste time watching advertising that speaks about how great your product is. What customers care about is how does your product help them fix a problem they may have or realize a goal or ambition they are after. Customers will only engage with a brand’s marketing content if it is useful to them. are only

4. Traditional conventional marketing was about commissioning big research studies, development of detailed strategies, briefing agencies to come up with big creative ideas, investing in expensive productions, and running campaigns. Typically, this process took a minimum of six months. Agile on the other hand squeezes all necessary steps from plan, design, launch, and measure into 2-4 weeks. It always starts with customers’ story, not the brand’s goals. Then, it breaks down marketing executions into smaller initiatives, each ending with a prototype used to get customer feedback. Based on that feedback alterations are quickly applied followed by the launch. The cycle of test, launch, measure, alter ate is repeated on-going. multimillion dollar

5. Lane 4: People and Organization Customers do not care about the internal structure of organizations and their different departments. They want to interact with a brand or a company as one unified interface. This requires marketers to lead teams, who are responsible for the entire customer journey and experience. A modern marketing organization should cover brand strategy, analytics and marketing operations, management, along generation and business metrics. It also requires working members of the sales and customer service departments. cross-functional content demand with very closely with

6. Organizations need to rapidly setup a unified customer experience management platform as opposed to the fragmented automation systems in place. CRM systems can no longer be isolated from digital advertising tools, analytics tools, research, e-commerce and customer service. This is essential to avoid the customer experience across functions and across channels. In absence of such a unified system, brands will not be able to embrace automation to effectively scale their marketing activities. current fragmented

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