siliconindia | | February 20198Evolution of Digital MarketingOrganizations across the world are rapidly digitizing their businesses today as they face intense pressure to transform their businesses to stay competitive. While, the marketing function is dominated by the influence of social media technologies.Digitizing or transforming for digital indicates that organizations would:· Leverage analytics at both the predictive and reactive stages to understand their customers' buying behavioral patterns· Go mobile in the smartphone-dominated marketplace · Engage with their customers through social media· Leverage use of connected devicesThe Digital paradigm comprises of areas like Digi-tal Marketing, Digital Customer Management, Business Process Management, and others. However, digital media is so pervasive that customers want to access information at their fingertips, on the go. Customers have brand pref-erences and like to receive personalized communication about shopping events and offers tailored to their needs. This is precisely why organizations need to understand how their customers be-have on social media and is one of the reason for Digital Marketing to take predominance in the industry today over other digitization initiatives that organizations adopt.Digital Marketing is the practice of promoting products and services using digital platforms and distribution channels. In order to assure the organizations of the fact that the objectives behind the IT implementation of Digital Marketing have been successful, it is imperative that we `test' the software behind the business strategy well.Challenges of Implementing Digital MarketingThe challenges of implementing Digital marketing include:· Varied & rapidly changing technological base demanding more agility in application deployments. · High volumes demand that not only should the technology deployed be functionally scalable, but should also be capable of retaining consumer attention by ensuring that front-ending channels are well designed for ease of use. For example, by functional scalability we mean a customer should be able to navigate all the products and services organization offers on single platform. Ease of use refers to customer experience and easy to carry-out end-to-end transaction.· Ensuring information security as digital marketing is the most exposed to vulnerabilities, as the organizations IN NY OPINIONRenu is a seasoned IT Services/Consulting leader with 29 years of experience spanning across Complex Delivery, Transformation, Technical Solutioning, Outsourcing Governance, Consulting, and many others.By Renu Rajani, VP & Delivery Head, InfosysDigital media is so pervasive that customers want to access information at their fingertips, on the goRenu RajaniQUALITY ASSURANCE FOR DIGITAL MARKETING INITIATIVES
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