Consumers are adopting disruptive technology at an accelerating rate and this is changing their behavior. Energy companies, historically slow in responding to changes in consumer behavior, reluctant to invest in consumer analytics systems, and unprepared to take advantage of their own customer data, are at a disadvantage. Energy companies must review their marketing strategies and develop their digital assets in anticipation of a changing competitive landscape and evolving customer expectations.
Too often, marketers are using multiple platforms but their tools are siloed. How do you work through that and bring together the tools you need in order to reap the benefits of customer analytics? In this week’s coffee talk, our CEO Michael Caccavale helps unravel the mystery of omnichannel integration.
Challenges to overcome in moving to an interactive marketing model
There are several key movements in the marketing technology are that are driving solutions today. One is the proliferation of web-based marketing tools. Many vendors have developed or are developing tools in the personalization, ad management, web measurement, e-marketing, and campaign management areas. These tools have significant overlap, often solve a tactical short-term problem, and don’t provide support for the entire marketing process – thereby falling short of improving the bottom line. This generates significant confusion in the industry and leads organizations down a solution path that might lock out future business alternatives.
This three-part series explores various attempts to exploit interactive marketing techniques, defines interactive marketing, and investigates how this new marketing technique recognizes the customer’s role in the customer-company relationship. Part 1 can be found here.
This three-part series explores various attempts to exploit interactive marketing techniques, defines interactive marketing, and investigates how this new marketing technique recognizes the customer’s role in the customer-company relationship. The article explores the risks and challenges in shifting the organization, process, and technologies to support interactive marketing, yet outlines several strategies for achieving this transformation and the resulting benefits.
Don’t come to me with vanity metrics. I won’t listen to you. Whether you’re on my team and giving me a program update or a vendor trying to sell me something, I won’t be impressed by inflated metrics or data that doesn’t tell a story. And most CEO’s won’t settle for it, either.
According to Forrester, 53% of companies chose mobile marketing as their top digital marketing priority. This attention to mobile marketing is driven by the need to reach customers where, when, and how they most prefer.
Because marketing automation helps companies run complex campaigns with fewer resources, the software is growing in popularity. According to MarTech, a marketing technology forum, more than 50% of companies currently use marketing automation. 70% of companies, they say, plan to institute it in the next 12 months.