The CMO
priority list for 2020: Data analytics, content and omnichannel
In
the recent report Media 2020, Chiefs Marketers Officers have provided their
future strategies for the next 5 years. First aimed discipline concerns the
data analysis and insights, then comes the content developments and finally the
omni-channel planning.
54%
firms also plan to get more and more functionalities in house, in order to get
independent from agencies which face increasing finance challenges, although
remaining the best places for creative ideas.
According
to Graham Brown, director of global media advisory firm, organizations should
increase their independency and their control over their eco-system, by being
technology-enabled, being data-driven and by having a clear view of key
drivers.
In
our opinion, content as a new strategy replaces older ones such as advertising,
emailing or the search to implement keywords. Indeed, advertising is perceived
as too much “selling” to create a relationship, whereas content enables
communication, which brings to reliability and loyalty. Emailing becomes with
time slowly obsolete, as a huge part of each sending is considered as “SPAM” by
the FAIs. Concerning the keywords, search results are nowadays able to let the
good content appear, that is to say worthy useful information, above sites with
more keywords related but with poor content.
It
appears to us, that data analysis, for their part, enable an increase in
performance, instead of doing instinct marketing based on hazard. Firms need
now to test and analyze to get statistics and adjust their performances. Indeed,
it enables a greater personalization of the site and to better target the
users. This allows for example a more accurate advertising, making it more
profitable. Such a marketing does not necessary increase the market share of
the pie, but leads to the increase of the pie.
While
former online marketing aimed at creating new needs to customers, we observe
that the current digital world now provides more and more options for users to
compare. That is why companies need to be omni-channel, so they can reach the
maximal audience. By increasing their presence on the diverse channels, they
also escape from the too over-risky Google’s oligopoly’s adwords’ biding.
Finally,
by putting more and more functionalities in-house, we conclude that companies
need to have a hand on technologies, advertising and their own communication in
order to get faster, more performant and consequently more profitable.
To
conclude with, firms face with the expansion of the digital world a rising
competition and need to adapt, by becoming increasingly efficient, being more
accurate to their activities and focus more and more on their users.
By Margaux Peuvergne and Alban Couturier.
Source image : http://www.freedigitalphotos.net/images/Other_business_conce_g200-Dart_In_Hand_And_Dartboard_p82199.html
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