What Is The Future Of Digital Marketing?
Digital Marketing 4.0 frameworks
After finding that B2B organizations are not getting the most value out of the old digital marketing playbooks, digital marketing frameworks were created. These frameworks, which should be visited at least once every 12-24 months to ensure relevancy, are a guide to help prepare for periods of disruption.
The first was in 2000. This framework includes websites, email campaigns, digital advertisements, basic social media management and basic blog publishing. It only focuses on increasing visits to websites but has no focus on lead conversion and proper online lead qualification. We are entering into the fourth digital marketing framework and there are things your business can do to prepare for the next disruption
What Is Digital Marketing 4.0 to begin with?
This latest iteration, includes:
More Integrated Global Marketing: Inbound and outbound marketing should now be combined. For example, after someone reads a blog article on your site, follow it up with an email sharing more meaningful content.
A Cohesive Marketing Technology Stack: There is not only one software tool that can save the day. In addition to requiring creativity, Marketing technology infrastructure needs to be designed and integrated correctly. Consider your full stack and how it can work together.
Evolving Marketing Roles: Digital transformation is no longer limited to the CIO. Your CMO now needs it more than ever. The CMO needs to know more about the possibilities of implementing marketing automation to not only help execute on the marketing playbooks but also to help CIOs measure a full, end-to-end ROI.
Omnichannel Marketing Strategy: This includes deep analytics and data mining, such as AI and machine learning. Omnichannel marketing brings a diversity in mediums when it comes to communicating your brand and value-add. Focusing only on one medium can be limiting, especially if your buyers don't exist on that channel.
A Focus On Account-Based Marketing (B2B): Account-based selling should be an integrated part of your digital marketing process even if you are a B2B SaaS or a modern managed service provider (MSP). This will be the key differentiator between B2C and B2B organizations in 2018 and beyond.
A matter of interest is a recurring pattern of three behaviors that drove the adoption of new digital experiences, called the three key behaviors of a network:
Consumers are looking to interact with digital content and access digital data as quickly and as conveniently as possible. Any offering that enhances this access is incredibly compelling. Think of text messaging on early mobile phones, which revolutionized communications with the ability to receive and send messages from anywhere at anytime.
Once consumers can access this content, they want to engage with something that fits their needs and is sensory and interactive Their digital desires are marked by a thirst for content. There is no question that the desire to engage with content is a key driver of customer behavior.
Always focus on the customer care. Be consultative in your online conversation. Seek to ask and go deeper into a prospect's business challenge, and be very honest in your marketing campaigns to ensure you are progressively qualifying the prospect.
Consumers seek to customize their experiences by choosing and modifying a wide assortment of information, products and services. In a generation, customers have gone from having a handful of television channel options to a digital world with more than a trillion web pages. They have been trained by their digital networks to expect more options for personal choice, and they like this. From Pandora’s personalized radio streams to Google’s search bar that anticipates search terms, consumers are drawn to increasingly customized experiences.
In summary, whether you are a B2B or B2C business, building the buyer's journey is very critical when building your marketing engine.