Digital marketing has shifted from being an ancillary online channel to become a fully integrated and stand-alone marketing discipline. Offering greater opportunities to track, monitor, analyze and quantify results, Digital Marketing differs from traditional marketing in that the channel itself allows for massive amounts of data (Big Data) to be generated that can then be used to measure the results and effectiveness of each campaign. An effective digital marketing strategy provides customers with more targeted and relevant programs and campaigns that promote greater customer loyalty and brand awareness.
The increased connectivity of today’s digital customer is such, that companies have more and more opportunities to access and target their audience in increasingly direct ways 24/7. However accessing customers via online, mobile and social media channels in an effective and unobtrusive way requires the leadership of an astute, sophisticated and digitally savvy digital marketing executive and the talent pool in this field is both lean and competitive. Brands need to be cognizant of the customer experience and also understand how to build and support that experience consistently across an Omni-channel environment.
Designing a marketing campaign for an online, mobile and social media platform requires a different marketing approach and model and today’s digital marketing leaders need to be analytical and technically conversant across all digital channels.