It is certain that future will belong to those who will hit the digital space early and invest a portion of their advertising budget in online options of marketing communication.
The new CODE (content, omnichannel, data and experience) of marketing has to be unlocked. How this code can be unlocked is a question of million dollar.
How to unlock this code does not lies in collecting data, inferiority of tools or vendor selection; perhaps a strong analytics program is the key for measurement planning.
First step is to understand the objective of your business. The objective could be to increase revenue, capture more leads, increasing web site traffic, creating awareness and engaging target audience etc.
The second step would be to define KPIs (key performance indicators). After defining KPIs the next step will be defining performance targets to achieve objectives in a given time frame.
Suppose the objective is to generate leads, so we need to capture leads. How can we do this? We can increase signup for free sites keeping in mind a fix number of signup per day or month as timeframe.
To nurture these leads we need to increase whitepaper downloads.
The most important aspect is we need to have a through measurement plan to achieve set objective. We need to engage our audience whosesoever they are online or offline. We need to improve their overall experience with the brand and it is possible only when we ensure our presence everywhere. Research reveals that customer are spending more to buy experience not to buy a utility alone.
So unlocking the new marketing code we need to develop content which we can spread across using omnichannel and collecting and analyzing data for improvising customer experience.
Dr. Shubhendra Parihar
(Dr. Shubhendra is a Management Analyst and faculty of marketing discipline)
Dr. MMB 