Therefore organisations must embrace IT partners, maintain access to all data locally, and only move to the cloud the data that is required to drive conversations.
5. Prove it with data-driven processes
Marketers begin with a strategy, which, in the past, was often developed without data to back it up.
Data-driven marketing proves the strategy through consistent analysis and optimization across channels.
As the omni-channel integrated marketing landscape continues to grow, the key will be to understand and quantify what truly influences a consumer to take action.
Even an email that’s not opened could be more effective than expected, provided the engagement with the customer is truly a connection. For example, the email may act as a reminder to convert via another channel such as the web.
6. Put the right talent in place
Many digital marketers are failing to deliver the one-to-one marketing that is critical to customer engagement and loyalty. It can be hard to find the necessary digital marketing talent, and internal relationships with IT are difficult to develop and maintain.
The most successful digital marketing professionals will overcome these two challenges by carefully evaluating internal strengths and then looking beyond existing in-house resources for help to fill the gaps in both talent and tools.
This year is likely to see more blending of tactical internal marketing organisations with external digital strategists, both backed by integrated data and communication tools to get the job done.