Delivering the Full Potential of Digital Engagement
Digital technologies provide a range of ways to create new sustainable advantage for businesses. However, delivering the full potential of digital engagement involves many challenges, particularly of converting data into enduring, measureable results.
The fact is, most entrepreneurs are innovators, much less data scientists. Given the complexity of digital marketing, making the right marketing deployment, and for it to have any chance of yielding the right outcomes—reaching the right target at the right time, can be confounding.
While businesses often struggle in this respect, another capability that is often missing is the ability to measure impact, both online and offline.
When it comes to digital marketing, businesses need to produce their own branded content to gather data from the engagement and in turn, be able to measure the results.
To do this, businesses need to have the technical and organizational enablers in place to achieve multiple points marketing advantage.
Therefore, to plug into the digital-minded consumer, experimentation will be key. Businesses, by necessity rather than choice need to wade into the branded-content waters. The marketplace is still maturing, and there is room for anyone who wants to play.
The time to start is definitely now. The sooner businesses start figuring out what works and what doesn’t, they will see the benefits to their business begin to accrue. In the next economy, undoubtedly, engagement is the currency highly sought after.
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