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'Digital marketing' to become just 'marketing' in 2013

The drive for customer attention to increase sales has led many CMOs’ to panic. Throwing resources and money at the latest digital medium guaranteed to make the “big hit” and boost sales. Before making a decision to spend your budget on a particular digital channel it is important to understand the customer, their needs and their touch points with your organisation. If you do not sort out this riddle then CMOs’ will continue to seek the latest fashion in marketing, spending budgets on a fashion trend not knowing if this is the right direction. By identifying user needs and the scenarios in which they seek your product or service will help to identify the most suitable medium to invest in and advertise on. A unified multi-channel strategy is the only way forward and Foresters' report has merit. If it happens is up to the CMOs’ and their willingness to learn.

Thu, 10 Jan 2013

3:03 pm