2014 Ushers In A Mature Digital Era
1. SCRM (Social Consumer Relationship Management): According to Deloitte, 60 percent of our online population is connected to a social network. The intense growth of consumer based social media causes smart companies to find efficient ways to respond to consumer conversations regarding their brands and to become a greater part of social communities. Expansion opportunities include a mature company-wide SCRM philosophy coupled with a written strategy enveloping technology, business regulations, departmental workflow and social-centric tools.
2. Intelligence: Organizations need to invest in revenue-generating, market-based intelligence that becomes fully engulfed throughout the organization. There are a multitude of platforms, apps, toolsets available. Unfortunately, too many are underutilized, undercapitalized and unfueled. In the post-digital era, the acronym CMO stands for “Chief Metrics Officer” where the art of the possible in marketing is re-anointed as the science of intellectual measurement. The goal is to serve, support and sell to the individual, not push widely to the masses.
3. Wired, Mobile Era: Mobile affords endless aisles of shelf space for retailers and consumers. Consumers have more command and power in the clouds than merchants have in their own physical stores. The importance of mobile marketing initiatives is clear. However to succeed, businesses must create mobile marketing strategies that include all consumer facings.