Advertise with fastmoving.co.za
 
 

An essential driver of digital transformation is how companies can use their data to remain relevant.
An essential driver of digital transformation is how companies can use their data to remain relevant.

Smarter marketing in the digital era

MARKETING NEWS

By Grant Fleming - Jul 16th 2018, 14:09

An essential driver of digital transformation is how companies can use their data to remain relevant. 

Digital transformation – what companies should be doing to succeed in a digital era – ­ is on everyone’s agenda at present. Regardless of the industry, an essential driver of digital transformation is how companies can use their data, sometimes in conjunction with machine learning, to remain relevant. Digital marketing campaigns allow the opportunity for targeted marketing campaigns in this space.

From modernising IT infrastructure and dealing with cybersecurity to ensuring that employees have the technology they need to be as productive as possible, approaches to digital transformation vary. Automated lead generation and smart direct marketing campaigns are often overlooked in this space. However, they can offer a competitive edge, especially for companies that know their customers and can target their campaigns accordingly – because the outcome of leveraging data to optimise leads is increased sales.

From a marketing perspective, the rise of digital transformation should be about increasing efficiency rather than innovation. Statistics and trends are pointing towards encouraging a more digital focus and strategies that previously favoured a more traditional approach are now focusing on digital.

Direct marketing via e-mail and SMS is a digital marketing platform that should not be discounted as the focus shifts to digital platforms.

To succeed in a digital era, today’s organisations need to ensure that their marketing strategy is as diverse as possible, across multiple channels. These should include billboard advertising, leveraging online ads and e-mail and SMS marketing campaigns. Much like in an investment portfolio, it is vital to ensure a good spread where platforms work together for the brand to be continuously visible to its market.

Also important is to make certain that companies and brands leverage the data they have. Many organisations don’t realise how much data they already possess, nor do they know what to do with it. Today’s marketers should focus on leveraging the assets they have built up. It is here that direct marketing is extremely useful – marketing to an existing target audience that has previously engaged with your brand and already has some brand affinity.

The chances of returning with a conversion are considerably more likely using direct marketing. Remembering the value of marketing to a well-defined audience offers marketers a viable way to secure the upper hand, even as the world changes around them.
Business Live 

Related News

Retail sales remain muted with consumers under pressure
20/09/2019 - 14:31
Retail sales for July marginally declined to 2 percent year on year as sales growth continued to reflect a muted demand in South Africa, with consumers’ discretionary income under strain.

Embracing workforce transformation in a digital world
20/09/2019 - 13:53
Workforce transformation affects all aspects of business and companies must plan for the impact it is having and will continue to have on operations. Nicol Myburgh, Head of the HR Business Unit at CRS Technologies, says the evolving business landscape means companies must start thinking now about the skills they need for the future.

Digital marketing: multi-touch attribution
19/09/2019 - 13:43
The effective tracking of digital marketing campaigns is not as easy as initially thought. One question that often pops up is: at what point did consumer conversion take place? During a campaign, it’s difficult to attribute this correctly, especially with multiple touchpoints such as display and native advertising, sponsored social posts, video ads on mobile or paid-for search results all running consecutively.

Ackermans launches ‘Moms4Moms’ educational platform to give mothers a helping hand
16/09/2019 - 14:03
According to a 2017 Statistic South Africa report, 61% of South African children are raised by only their mothers. This reveals that the majority of South African women have to navigate single-parenthood, as well as being the sole provider for their families.

Rhodes Food Group's turnover rises amid healthy international growth
16/09/2019 - 11:14
The international turnover of Rhodes Food Group, which makes Bull Brand corned meat and Bisto gravies, rose 13.4% in the 10 months to end-July, boosted by a weaker rand and exports of fruit snacks to the US.