Digital marketing screams ‘new technology’. But is effective digital marketing more about your business capability – your ability to change an operating model quickly – than about the technology itself?
Every business sector has seen huge technological upheaval and this is no more apparent than in marketing. New technology has completely revolutionized the way brands communicate and interact with their customers. Snail mail to customer service departments has been replaced by live chat, social media interactions and video communication.
However, brands need to understand how and when to take advantage of the unique features of these new technologies as simply communicating the same message on a new platform will not increase customer engagement. Companies need to glean insights from data and use the right technology to communicate the right message.
Against this backdrop we have developed a detailed Point of View looking at the growth of digital marketing and its role in the broader marketing sector.