Cariona Neary is a consultant in Marketing Strategy and works with organisations to improve customer engagement and retention using both digital and traditional marketing channels. Cariona teaches on the IMI Diploma in Management.
Is Your Marketing Moving At The Speed of Digital? Answer these 3 questions to find out.
Does this sound familiar: two teams within the marketing department, one dealing with the ‘physical’ strategies, and another separate team looking after digital marketing? Too many companies continue to run their traditional and digital operations independently, despite the fact that customers want to move seamlessly between one and the other. The world of marketing and communications has become more complex, more connected and a more immediate. Are your systems for marketing management keeping pace? Here are some questions to help you find out.
Do you make decisions at the speed of digital?
If you want to be able to play in the digital space, you need planning and budgeting to be agile so that you can jump on opportunities. Allow some flexibility – and budget – to respond to real time events. Oreo cookies demonstrated the ability to respond in real time to the power cut during the 2013 NFL Super Bowl with the famous tweet, retweeted 14,000 times ‘You can still dunk in the dark’, effectively using a free medium because they had their key people on side, ready to make a decision to press ‘Go’.
How are you on Digital-Physical Fusion?
Within marketing departments, physical and digital strategies need to fuse to become a digital-physical fusion. The Nike+ app is one of the best examples of a successful fusion, building a system of personalisation and sociability on a traditional product, a shoe, through a built in sensor, all while fulfilling a basic human need: to achieve.
Is your senior management team digitally savvy?
Faced with the decision to invest in digital transformation, a digitally savvy leader is more likely to spend time with technology experts and keep up to date with latest trends in digital and general technology developments, living in the same world as their customers.
Leading us to ask:
If consumer behaviour has changed so fundamentally, why do our marketing organisations still look the same?