siliconindia | | July 20208THE CHANGING FACE OF MARKETING IN TODAY'S DATA DRIVEN WORLD By Priyanka Sharma, Head ­ Marketing, CIGNEX Datamaticsith the digital and technology transformation uproar, the Marketing world today has evolved from the traditional 4Ps to an age when social networks, advocacy and engagement rule discussions. The digital landscape is changing, and new consumer behavior calls for new rules to engage them. From the days of untargeted broadcasting focused on masses, the world has moved to the digital age which calls for widened reach, but accurate targeting.Today, in order to achieve the desired results, it is imperative that both digital and data-driven strategies are well knit into the marketing processes. With access to advanced tools, marketers can capture data at various stages in their marketing campaigns. By utilizing this data, they have the power to pinpoint specific audience with targeted messaging.In short, instead of guessing what people want, marketers need to know where to look. With this approach, the focus shifts towards engaging individuals rather than targeting audience on different channels. The objective here is identifying same users across devices & channels and guiding them down the path to purchase by delivering high quality content instead of high volume communication.Approaching the Data-driven Marketing StrategyLike other successful business strategies, it is crucial to have a well-orchestrated data-driven approach which fuels the digital marketing plan and makes it a success. Audience Retargeting: With customers having access to plethora of options due to digitization, it is imperative that marketers are able to create a brand recall for their target audience. Here is where remarketing helps. It allows marketers to target their audience, who visited them once and then moved on to other pages, and give them a gentle nudge and reminder of what they were looking at on the brand's site. Retargeting is a critical component to the data-driven strategy, as by using the available data, marketers can customize their campaigns and leverage the technology to offer relevant offers to the prospective customers. Data-Driven Advertising: Marketing automation solutions presents users with extensive data insights. From this data, individual contacts can be identified and selected, which can be then utilized to create hyper-targeted smart ads. These ads not only help in boosting retention, but also carry highest potential of converting prospects into customers and thereby enhance ROI. Another way to target potential customers based on data is via social media. The social media channels have first-hand information about the customers. Utilizing this will enable marketers Priyanka has been associated with CGNEX for over six years now, prior to which she held key positions at Triton Communications, Infinity Advertising, and Arvind Mills.Win my OpinionPriyanka Sharma, Head ­ Marketing
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