An Omnichannel approach of Integrated #Marketing leveraging on Audience big data in every stage of the consumer buying funnel is the mega trend of digital marketing.
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On the one hand, marketers can now reach consumers anywhere, at any time. And because more and more channels are “addressable,” the data needed to track touchpoints in the consumer journey and personalise individual experiences is in limitless supply. Yet on the other, turning this fragmented, often disparate data into a complete and usable picture of individuals and the influence of each touchpoint can be a hard task; especially when marketers use outmoded methods that measure performance within channel silos or give all of the credit to the last touchpoint experienced by a consumer before converting.
Since then, the development of new technologies – from smartphones and wearables to intelligent personal assistants – has only increased consumer demands for speed and convenience. With the emergence of these devices have come even more ways for individuals to view content, browse products, and connect with brands. In fact, the average consumer uses three of their seven smart devices daily, and 79% even switch from one screen to another mid-activity.
The advent of the internet didn’t just create the “always-on” consumer; it also signaled the end of marketer control over communication. Where previously brands could project messages via a one-way funnel — be that radio, TV, or print — the web allowed consumers to interact with brands according to their own pace and agenda. It also enabled a continuous, two-way dialogue between brands and consumers through a wider range of touchpoints.
For some marketers, digital disruption has moved too quickly. Alongside opportunities to engage specific audiences, there are also new challenges. With so many touchpoints, it’s become increasingly difficult to follow consumers across channels and devices, and even harder to determine which marketing and advertising campaigns are effective. Little wonder then that 40% are struggling to demonstrate return on investment.
Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.