More than 80 marketing leaders gathered at our first Digital Marketing Forum looking for answers on the three most pressing topics in digital — data, sourcing and structure, and customer experience. They weren’t disappointed. We had 2 great events in Delhi and Mumbai. The attendees were from various backgrounds, both offline and online.
Snapshot of attendees
We reflected that Internet penetration in India is still low in global terms (under 40%) but that the population is approaching 1.3 billion including ‘an emerging educated and affluent middle class ‘and an increasing number of Indian people are going online for the first time every month – mainly via smartphones. For businesses, this is a major opportunity.
We looked at the following key areas of digital marketing
-Impact of Mobile/ smartphonesand especially how to build an integrated strategy.
Everyone was interested in Analytics and all agreed that measurement is going to be vital if marketers want bigger budgets to spend on digital channels. We analysed at various recent case studies from companies all over the world, to analyse how organisations are using Digital Marketing as part of their overall marketing strategy.
There were lots of good questions and some lively discussion.
Overall the conclusion was that India is an exciting place to be working in Marketing right now and that smart marketers are building their digital skills to take advantage of the rapidly changing business landscape.
Customer experience: Part mindset, part skill set and part toolset. The bar is high to deliver the extraordinary moments customers expect. Make sure your organization is speaking the same language, hiring the right talent and equipped with the right tools for rapid response and flawless delivery.
Listen up. Your customers have a voice and you
can hear it through data. Getting uber clear on personas saves valuable time and improves outcomes by reducing questions about audience and creating a natural ideation platform.
Want to be more agile? Innovate. Customers rely on us to figure out what’s possible. Great innovators focus on action and results and embrace new ideas even if there’s no immediate ROI. Insource, outsource, crowd source — and be prepared to respond to new opportunities on a dime.
Think “holarchy” versus “hierarchy.” Digital marketing is a team sport. Make sure everyone is clear on specific areas of responsibility, but de-emphasize title and role descriptions in favor of cross-functional problem solving. A culture that fosters self-starters and leaders increases innovation and empowers your team to excel.
Time to master mobile and social measurement.
During every waking hour, 90% of millennials are engaged in mobile or social. If you aren’t capturing the related data and conversations, you’re missing big opportunities to show customers and prospects the love.
The competition isn’t your competition; content is.
Are you earning audience attention with well-timed, emotionally relevant content? Build a content supply chain that successfully balances the three C’s — creation, curation and cultivation — and captures customers’ hearts as well as their wallets.
Underwrite risk and celebrate failures. Your team will be as comfortable with risk as you are. Top marketers build failure into the conversation to ensure the team benefits from lessons learned. They also build experimentation into the budget — typically about 10% of marketing spend.
Top 3 best rated sessions
- SOCIAL MEDIA IN BUSINESS
- WEB ANALYTICS & MEASUREMENT
- CASE STUDIES ON BEST RECENT DIGITAL CAMPAIGNS WORLDWIDE