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Mastering Digital Market Place

We must agree that traditional methods of marketing campaigns have become stale and obsolete.  Marketing today is much more than expensive campaigns and product marketing through mass media. Consumers now tend to seek information before forming any relationship with a brand. This is the era of digital marketing and companies must take every step carefully before indulging in digital marketing campaigns.

The Digital Marketing Model

A digital marketing model is way different than the traditional methods which are in place for years. Forming a digital marketing campaign is much more than forming focus groups, hiring an agency, or answering questions like “What should the campaign be?” 

The digital domain is much faster where people are empowered by technology and information, and they weigh options by comparing and questioning “what else they can get”. This means a high social engagement and relationship with customers. There are different types of people with varied choices, so companies must read their customers by looking at what they share, what they search, and what are they doing online. With such analysis, companies can create strong engagement with customers and can have a personalized experience to offer to each of them. 

Where Companies Can Get Wrong?

The main roadblock is the huge amount of data that companies are exposed to. This data creates havoc as companies wait to build a perfect customer data warehouse and lose on time. With the available data, companies must focus on selected segments and analyze data to get maximum value out of it.
The second challenge is looking at all the marketing channels collectively as a whole. Companies must understand that customers take a cross-channel path to make a buying decision. They might collect information about your product on a mobile app or computer website, talk to a company representative over the phone and go to a store to get the actual feel of a product. Considering this fact, companies must accept the totality of marketing channels and get all channels to work in harmony.
Another challenge companies might face is budget constraints or getting compliance approvals by legal authorities. To overcome this, companies should have an attitude to embrace a digital storefront; they can start on a small scale, target a particular geographical location, with a certain range of products, and start learning. Companies should have strong teamwork to face challenges, learn about legal policies and processes. Also, learning about data in hand and harnessing its power is like building a strong muscle before scaling broadly.

What Companies Should Do?

Companies must have a selective focus and prioritize tools, data, and design perspectives. A combination of getting three things intact, prioritized data, team dynamics, and the absolute process of test and learn will build a strong foundation. Also, the right technological backbone to analytically analyze data and the ability to move to different platforms are the necessities for a strong customer relationship management system. Companies can also leverage professional print management by Konica Minolta.


Digital marketing is not only about getting answers about product or customer experience strategy; it is also about having a data strategy in place. Companies must devise different ways to get more information about customers and put the derived information to extract maximum value out of it, hence giving a personalized and happy experience to each of its customers.